Uber will let marketers target ads based on users' trip and takeout data

Uber will begin offering customer data to marketers through a new insights platform called Uber Intelligence. The data will technically be anonymous, via the use of a platform called LiveRamp. This will "let advertisers securely combine their customer data with Uber's to help surface insights about their audiences, based on what they eat and where they travel."

Basically, it'll provide a broad view of local consumer trends based on collected data. Uber gives an example of a hotel brand using the technology to identify which restaurants or venues to partner with according to rideshare information.

Companies will also be able to use the Intelligence platform's insights to directly advertise to consumers. Business Ins...