Talk data to me, Uber Advertising: Micro-moments, Gen Uber, and building trust in digital spaces

In this series, Talk data to me, we chat with leaders from the world’s biggest brands and agencies about how they’re using insights to drive their business strategies.

This time, we caught up with David Iudica, Head of Global Measurement and Insights Analytics at Uber Advertising, to hear how his team is turning data into action. From “micro-moments” on mobile to AI’s disruptive influence, David shares how Uber Advertising is helping brands connect with consumers in the exact moments that matter.

Tell us a bit about your role.

I lead the Global Measurement and Insights Analytics organization at Uber Advertising. Our mission is to power Uber Advertising's growth by crafting scalable, data-driven narratives and recommendations. We act as consultants to our key partners offering a compelling rationale for “why Uber” and how to improve client performance. Prior to joining Uber, I held leadership positions at MyCode Media, Citibank, Facebook/Meta, Turner, Yahoo, MTV Networks, and Major League Baseball.

What’s keeping you busy at the moment?

Consumers and advertisers alike are going through a very transformative moment. It’s our job to help them navigate this evolving landscape, whether that’s the influence of AI, changing search ecosystems, or a complex set of media networks. Helping advertisers see the role our platform plays in the everyday lives of customers around the world can open their eyes to how their brands can become an integral part of the modern consumer decision making process.

What’s your favorite stat in the whole wide world? 

My favorite statistic has always revolved around the sheer frequency of mobile engagement. Industry benchmarks have shown that people unlock their phones 150-200 times a day. For me, the core insight is that this creates a massive landscape of “micro-moments.” It confirms that the consumer journey is a series of frequent, fleeting interactions, which makes it absolutely essential for a platform to be present and contextually relevant in those precise moments of need.

Talk to me about an example of data-led creativity that you loved, either within your organization or within your industry.

Our thought leadership aims to make ads more useful for brands and more seamless for users, and our Gen Uber study is a great example of that. We hypothesized rapid on-demand adoption by younger users, but the data actually uncovered a more nuanced relationship between convenience, value, and social dissonance, revealing a desire for tangible outcomes. This research propelled our new creative studio, connecting on-the-go consumers with branded experiential events.

How does data/the use of audience insights inform your business strategy? And how does it give you a competitive edge?

We are lucky, here at Uber, to have tremendous resources when it comes to data. As a result, we lean into insights to help uncover challenges, propose solutions, and develop strategies. Rolling into my first strategic planning sessions here at Uber now, I’m seeing it come to life first-hand. This gives us the ability to develop solid data-backed strategies and monitor the success of these strategies in real-time.

What’s the most interesting thing about your audience?

What we discovered during this engagement has been fascinating. We learned: 

• They crave connection, value trust, and respond to brands that show up with purpose, not noise.
• They’re not just young - they’re tuned in, digitally fluent, and always on the move. Born from the on-demand economy, Gen Uber expects “now,” shops with intent, and acts fast.
• They don’t wait for brands - they choose the ones that move with them. 

What will be the biggest opportunity in your sector in the coming years?

The biggest opportunity lies with brands that don’t just advertise to Gen Uber, but become part of their daily digital flow. When brands create experiences that feel relevant and engaging in the spaces Gen Uber already lives in, they have a chance to form authentic connections that go deeper than traditional advertising. If an ad taps into their blend of action and attentiveness, it can turn mere exposure into a meaningful brand interaction. This behavior is born out of the new customer journey where consumers expect brands to show up in the spaces that matter most, right at the moments when they’re making decisions.

What will be the biggest threat in your sector in the coming years?

I think the emergence of AI, financial instability, and a growing lack of trust in certain digital platforms make it vital to build a trustworthy marketplace - one that delivers meaningful experiences and enables transactions based on reliable recommendations and review signals.

What top trend are you seeing emerge in your wider industry?

I can’t go this long without talking about AI. Being cognizant of the opportunities AI possesses while also applying a critical research and data based approach will be important as we weed through true opportunity from false expectations. This will be an ongoing journey in the coming years and we, as researchers, will have a critical role to play.

Find out more about Uber Advertising’s Gen Uber research.