Uber now lets app developers target riders with contextual information


Uber Trip Branding and Personalization - Hilton

Uber’s mission is to help you get from point A to B with as little friction as possible — it’s all about the overall experience you get. When you request a ride, a car arrives, you get in, and you’re on your way. But what happens when Uber’s ride request feature is integrated into an application? How do you create a comprehensive experience around two services?

Say, for example, you request an Uber through the United Airlines app. The ordering part is there and the payment, but what do you do in the meantime? Today, there’s a new opportunity for developers that Uber is calling trip branding and personalization. It creates an opportunity to provide riders with helpful content during their ride, within the Uber app itself. The idea is that you’ll not only get to where you need to be, but be armed with information to make the trip a success.

Uber’s trip branding and personalization program is available to developers today with launch partners Hilton, Zomato, Citymapper, American Airlines, and others.


Here’s how it works: If a rider uses a Uber-powered app and either requests a ride or sets a Ride Reminder through it, Uber’s app will feature a section complete with information pertinent to them. What specifically that would be is entirely up to the developers as there’s no limit in what they can showcase. But the ride request must originate through the third-party app, not via Uber. If you’re en route to a restaurant that you found via Zomato, the trip branding could include a menu so you can be prepared when you arrive; or if you’re heading to the airport, the United app could let you order in-flight Wi-Fi ahead of time.

The placement on the Uber app marks the first time that the on-demand private car service has given up real estate to third-party apps. It will also only appear if you arrived via a third-party site.

Uber’s trip branding and personalization is available to all developers that are integrating Ride Reminders or ride request deep links today.

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