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In a fragmented, always-on media landscape, advertisers risk getting lost in the noise. Uber Advertising partnered with GWI to decode “Gen Uber” - a fast-moving generation that values immediacy and trust - giving brands the clarity to connect with this audience where it matters most.
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David Iudica
Global Head of Measurement and Insights Analytics, Uber Advertising
David Iudica leads the Global Measurement and Insights Analytics organization at Uber Advertising. His team’s mission is to drive Uber Advertising’s growth with data-backed narratives and sharp recommendations that elevate client results. Advertisers need to see the role Uber plays in the everyday lives of customers - and how their brands can become an integral part of the modern consumer decision-making process.
The team needed a way to cut through the noise and show, with credibility, how Uber fits seamlessly into consumers’ decision making process. For advertisers, it wasn’t enough to know that people were using the platform - they needed proof of how Uber’s users were engaging with the platform, what they valued, and why that mattered for brand growth. And that’s where GWI came in.
To win over advertisers and partners, Uber Advertising had to go beyond demographics. They needed validation that Gen Uber - the on-demand, culture-driving generation - really is reshaping the modern path to purchase.
By blending Uber’s first-party behavioral data with GWI’s global consumer datasets, the team uncovered what truly sets this audience apart. Gen Uber are:
Armed with these insights, David’s team built more than just audience profiles. They created a strategic framework that partners could use to understand why Gen Uber behaves the way they do, and how that behavior shapes the consumer journey. The team translated the data into colorful narratives - showing advertisers how to connect with Gen Uber at the right moment, with the right message, in a way that feels natural to their daily routines.
The GWI data also gave Uber Advertising a global perspective, uncovering nuanced differences across regions and markets. This allowed the team to deliver insights that were both broad in scope and locally relevant, giving partners the clarity to adapt campaigns to cultural contexts without losing the bigger story.
The insights gleaned from this research became rock-solid sales-ready narratives. Uber’s Measurement and Insights Analytics team could now equip sellers with data-backed stories that demonstrate Uber’s unique role in consumers’ lives. By reframing Gen Uber not just as users, but as drivers of cultural change, advertisers were given a compelling reason to see Uber as a trusted channel for growth.
The global perspective also mattered. With GWI, the team could show how Gen Uber’s mindset plays out differently across markets, helping partners adapt strategies regionally while keeping the broader narrative consistent. This gave Uber Advertising credibility as both a marketplace and a thought leader.
Internally, the insights have been woven into the pre-sales process, helping to create collateral, thought leadership pieces, and partner conversations rooted in robust data. Externally, it has given brands the confidence that campaigns on Uber can reach not just a large audience, but one that is intentional, engaged, and culturally influential.
