Ride-hailing company Uber Technologies Inc. wants to help marketers target consumers with ads based on where they have been and where they are going.
The ride-hailing ad business could grow far larger, Mr. Grether said, especially when self-driving cars become more common.
“Cars will become our next living rooms,” Mr. Grether said.
The rider can also conduct transactions, such as clicking the ad to buy a product without leaving the Uber app, said Mr. Grether.
Users can opt out of targeted ads on the Uber app at any time, said Mr. Grether.