Uber recently launched its new advertising division and in-app advertising. Apparently those ads don’t stay in the app.
Instead, ads from other companies are sent as push notifications, much to the chagrin of some Uber users. Over the weekend, people turned to Twitter to complain about the notifications, sharing screenshots of adsincluding a particularly popular one from platoon that Uber had sent. One of the main complaints: Notifications are sent when users are not using the app.
When Uber first announced its “experience” in-app ad ad, the company made no mention of the potentially intrusive implications.
Uber told londonbusinessblog.com that this was “a limited test and that users can always manage their mobile notification settings under Privacy and then Notifications in the app.”
The company did not respond in time to follow-up questions from londonbusinessblog.com, including how many users were included in the test, whether it is tracking data on how many users turn off push notifications for ads, how long the test will take, and whether Uber would fully implement push notification ads in the future.
Uber’s in-app ads feature one brand for the entire journey. So-called “travel ads” allow brands to show a user different ads at three points of a journey: while waiting for a car, while driving and when reaching the destination. Brands can “personalize” ads for each user based on their travel history and geographic destinations. It’s also not clear whether Uber used the same type of data for its push notification ads.