Restaurants, CPG brands and enterprise advertisers on one app

Uber Eats Advertising Agency: Uber Ad Campaign Management

RMIQ matches the format to your business: Sponsored Listings for restaurant and store orders, Sponsored Items for individual grocery and retail products.

Uber Advertising is the retail media network of Uber Technologies, one ad business across Uber rides and Uber Eats. On Uber Eats it sells Sponsored Listings and offers to restaurants and stores, Sponsored Items to grocery and retail brands, and post-checkout and takeover formats to enterprise brands.

Written by , CSO, RMIQReviewed
Book a demo Find your Uber Eats lane

Restaurant, CPG brand or enterprise advertiser

Which Uber Eats lane is yours? Restaurant, grocery or enterprise, each with its own tool

Uber's US ad site sorts advertisers into "Restaurant brands," "Grocery & retail brands" and "Non-endemic & enterprise brands," and its Ads API gives each account type its own ad products. An RMIQ plan starts by placing your business in one lane.

  1. Restaurants and stores

    Uber Marketing Manager

    Restaurant brands buy visibility "in high-intent browsing and ordering moments." Sponsored Listings feature a store "prominently in key areas of the Uber Eats app," and Sponsored Search ads "appear exclusively when customers are actively searching for restaurants."

    • Buy: Sponsored Listings, Sponsored Search and offers such as Deal Drops and Reorder Rewards
    • Pay: per click, in an auction that weighs relevance and "the strength of your bid"
    • Tool: Uber Marketing Manager, or a POS system or aggregator through the Ads APIs
    • Measure: sales from ads, cost per order and, for eligible brands, iROAS

  2. Grocery and retail brands

    Instacart Ads Manager

    In the US, CPG brands "create campaigns through Instacart Ads Manager that automatically extend across the Instacart Ads ecosystem, which now includes the Uber Eats grocery and retail marketplace."

    • Buy: Sponsored Items for single products, and Sponsored Brands with "a minimum of 3 GTIN items per ad group"
    • Where: storefront carousels, category pages, in-store search and the checkout interstitial
    • Tool: Instacart Ads Manager, through Instacart's Carrot Ads
    • Measure: platform sales by product and "share within brand and category"

  3. Enterprise brands

    Uber Advertising's team

    Non-endemic and enterprise brands buy moments. Post-Checkout Ads reach customers "while they eagerly await updates on their delivery in-app," and Brand Takeover appears "as soon as customers open Uber Eats."

    • Buy: Post-Checkout Ads, Brand Takeover and the Offsite Ads pilot
    • Add on: Journey Ads in the Uber rides app, sold programmatically through DV360, The Trade Desk and Yahoo DSP
    • Tool: Uber's ad team, which "already works with many of the world's largest brands directly"
    • Measure: brand lift and performance, with independent verification partners

Uber's second-quarter 2026 report

A $2.5 billion ad business, still growing about 50% a year

Uber's second-quarter 2026 remarks say ad growth "broadened across enterprise brands, Grocery & Retail, and Mobility formats."

  • $2.5B+ Annualized ad revenue run-rate Q2 2026, "still growing roughly 50% YoY."
  • 208M Monthly active platform consumers Uber's ad site count, up 16% year over year in Q2 2026.
  • $15B Grocery and retail Gross Bookings Annualized in Q2 2026, growing about 40% year over year.
  • 3.9B Trips in Q2 2026 Up 18% year over year, reported August 5, 2026.

Feed, search, storefront, checkout

Uber Eats ads by placement, from the home feed to the wait for delivery

Uber describes its Uber Eats inventory as "in-feed and offer-based solutions built to drive discovery, conversion, and measurable purchase outcomes across restaurants, grocery, and retail."

  • Sponsored Listings

    • Where: Home feed and pickup filter results
    • Buyer: Restaurants and stores

    Merchants get "higher ad placements within customer feeds," placed by relevance and bid.

  • Sponsored Search

    • Where: Restaurant search results
    • Buyer: Restaurants

    These ads show only while a customer searches for restaurants, so the ad meets the query.

  • Sponsored Items and Sponsored Brands

    • Where: Grocery and retail storefronts, in-store search, checkout
    • Buyer: Grocery and retail brands

    Sponsored Items "promote individual products within grocery and retail storefronts." Sponsored Brands add "a custom creative and a curated selection of products."

  • Post-Checkout Ads

    • Where: In the app, after the order
    • Buyer: Major consumer brands

    Video, offers and interactive units that "own the wait" while customers track an order. Uber launched the format in February 2022.

  • Brand Takeover, Item Showcase and Offers Spotlight

    • Where: App open and menu carousels
    • Buyer: Brands and restaurants

    Uber introduced all three on June 15, 2026. Brand Takeover takes the first screen at app open, Item Showcase is a carousel whose featured items "can be added directly to cart," and Offers Spotlight fills a full-screen "Top Offers for You" placement.

  • Offsite Ads

    • Where: Meta and Google Shopping
    • Buyer: Select advertisers, in a pilot

    Campaigns run beyond Uber "while driving action back to Uber Eats," with outcomes "tied directly to orders and store visits."

Delivery sales and dining-room sales

Does an Uber Eats ad take sales from the dining room? Uber's card-data answer

Uber Advertising "set out to identify whether a sale on Uber Eats cannibalizes an offline order." Its answer, launched October 5, 2026, as Sponsored Listings Cross-Channel Incrementality, pairs Uber's test-and-control experiments with Affinity Solutions' credit and debit card data.

During the campaign

Among eaters exposed to Sponsored Listings, "sales increased 40% on Uber Eats and 27% across measured sales channels, including a 5% lift at brick-and-mortar locations," Uber reports.

After it ends

Uber says sales lift averaged 8% on Uber Eats and about 5% at brick-and-mortar locations over the following six months. Adweek reports Uber runs the analysis "on request by advertisers."

In the restaurant dashboard

Uber Marketing Manager reports cost per order and cost per click, with Customer Lifetime Value and Share of Voice reports. Eligible brands can measure incremental lift and "incremental return on ad spend (iROAS)" with their Uber representative.

  • CPG reporting: Uber's Reporting APIs show "total sales generated on the Uber platform, including performance by product and share within brand and category"
  • Accredited metrics: since November 2025, Instacart's MRC accreditation covers Carrot Ads partner placements, and Instacart names Uber Eats among those partners

June to October 2026, in Uber's words

Uber Advertising in 2026: a new tool, ads by API, offsite reach and offline proof

  1. June 22, 2026

    One self-serve tool for Uber and Uber Eats

    • Restaurants ran their campaigns in Uber Ads Manager

    Uber Marketing Manager, "built on our Ads Manager platform for restaurants," is "a self-serve destination designed to support advertising across Uber and Uber Eats."

  2. June 2, 2026

    Ads by API

    • Multi-store campaigns "required manual setup across multiple tools and locations"

    POS systems and aggregators run Sponsored Listings and Sponsored Search "across one or many stores," and Reporting APIs open sales and category data.

  3. June 15, 2026

    Beyond Uber's own apps

    • Uber sold ads only inside its own apps and platforms, per Adweek

    Uber Eats campaigns now reach Meta and Google Shopping in an Offsite Ads pilot.

  4. October 5, 2026

    Sales counted in the restaurant

    • A first Affinity Solutions analysis, 12 campaigns in May 2026, found a 27% incremental lift across all channels

    Sponsored Listings advertisers can now see lift at physical restaurant locations.

Wrong tool, rep access, store-by-store work

Uber Eats snags: wrong tool, rep-gated access and store-by-store setup

  1. A CPG brand in the restaurant tool

    Restaurants buy in Uber Marketing Manager while US grocery and retail brands buy Sponsored Items in Instacart Ads Manager, and Uber's Ads API rejects a campaign "for an ad product that the account type is not eligible for."

  2. Access through a representative

    Uber's help center says, "To request Uber Ads manager access, contact your Uber representative," and API integrations start with "your sales or operations contact."

  3. One location at a time

    Restaurant ad spend is billed "at a location level from the weekly pay statement," and before the Ads APIs, every extra store meant another round of setup by hand.

  4. Ads and offers on one budget

    Uber pairs paid placements with deals. Brand Takeover suits "major brand moments that include an offer," and Krispy Kreme counts "Sponsored Listings and offers" as "a core part" of its delivery strategy. So a plan has to size the offer cost and the click budget together, or one starves the other.

Qualify the lane, then run it

RMIQ as your Uber Eats ads agency, with one plan for each buying lane

RMIQ lists Uber Eats among the delivery and marketplace networks it supports, beside Instacart, DoorDash and Amazon Ads. Each plan starts with the question Uber's ad site asks: restaurant, grocery and retail brand, or enterprise advertiser.

Book a demo Find your lane

  • Lane check

    RMIQ confirms whether you buy as a restaurant or store account or as a CPG brand, since Uber ties each ad product to an account type.

  • Sponsored Items through Instacart Ads Manager

    For US grocery and retail brands, RMIQ runs the Instacart Ads Manager campaigns that extend to Uber Eats, with agents that tune "each product's keywords, bids, and budgets," as RMIQ's homepage describes.

  • Search terms and click bids for restaurants

    For restaurant and store accounts, RMIQ sets the keyword targeting, customer targeting and daily, weekly or lifetime budgets in Uber Marketing Manager, where every click is charged.

  • Briefs for Uber's brand team

    For Post-Checkout Ads, Brand Takeover or Offsite Ads, RMIQ writes the brief and reads the results with Uber Advertising's team, which works with the largest brands directly.

  • Lift read beside attributed sales

    Where your account qualifies, RMIQ reports Uber's iROAS and cross-channel lift in their own line, next to sales from ads.

The tool behind US Sponsored Items

Darey Brands in Instacart Ads Manager, the tool that feeds Uber Eats Sponsored Items

In the US, brands of every size buy Uber Eats Sponsored Items through campaigns built in Instacart Ads Manager. RMIQ ran Darey Brands' Instacart campaigns end to end in that same tool.

  • Darey Brands

    Better-for-you dairy, on Instacart
    • ROAS lift in Ads Manager, 2 months: 75%
    • Instacart retail media sales: 2.5x
    • New-to-brand revenue in Ads Manager: 2.7x

    "In the first 2 months Retail Media IQ more than doubled our revenue on our existing retail media ad spend," said Matt Gorella, Senior Brand Manager at Darey Brands.

    Read the Darey Brands story

Restaurant search terms and Sponsored Items

An Uber Eats keyword review, lane by lane

Restaurants target their own search terms on Uber Eats, and US grocery brands buy Sponsored Items in Instacart Ads Manager. The scope is agreed on your audit call.

  • Each keyword in scope gets a verdict: continue, adjust spend or stop. For CPG brands, the review covers the Instacart campaigns that reach Uber Eats.
  • How much of your keyword portfolio needs action. For restaurants, that includes the search terms targeted in Uber Marketing Manager.
  • Projected ROAS and sales upside, delivered in 3 business days. Uber's restaurant reports already show sales from ads and spend.
Book your audit call About the keyword audit

See a sample RMIQ keyword audit

An anonymized RMIQ audit of one brand's paid search, with each keyword sorted into scale, rebid and pause lists.

RMIQ's keyword audit covers Walmart Connect, Target, Instacart and more; RMIQ agrees its scope with you after the audit call.

When you download, RMIQ receives your email and may contact you about an audit. Privacy policy

One app, two ad tools, one reading list

More for Uber Eats advertisers: Instacart tools, ad terms, sibling networks

Networks to plan with Uber Eats

Restaurant chain, CPG brand or both

Who gets the most from Uber Eats ads, and what to line up first

Uber Eats ads suit

  • Restaurant brands that want repeat orders from customers already browsing and ordering.
  • Grocery and retail brands already buying Instacart Ads, since one campaign extends to Uber Eats.
  • Enterprise brands with an offer for a launch, a seasonal push or a "tentpole" promotion.

Line up first

  • An ad account through your Uber representative, for restaurant and store campaigns.
  • A POS or aggregator connection when you run campaigns across many locations.
  • An offer plan beside the ad budget, from Deal Drops to Reorder Rewards.

What restaurants and brands ask first

Uber Eats advertising agency FAQ

What is Uber Advertising?

Uber Advertising is Uber's ad business across Uber rides and Uber Eats. It sells Sponsored Listings and offers to restaurants, Sponsored Items to grocery and retail brands, and brand formats to enterprise advertisers. Uber put its advertising above a $2.5 billion annualized revenue run-rate in Q2 2026, growing about 50% a year.

What is Uber Marketing Manager?

Uber Marketing Manager is Uber's self-serve ad tool, introduced June 22, 2026, as the successor to its restaurant Ads Manager. Restaurants use it to target search terms, set daily, weekly or lifetime budgets and read cost per order. Uber's merchant update says, "Ads Manager is now Uber Marketing Manager."

Where do US grocery and retail brands buy Uber Eats Sponsored Items?

Through Instacart Ads Manager. Since April 2025, Uber has used Instacart's Carrot Ads in the US, so CPG campaigns built there also run in the Uber Eats grocery and retail marketplace, and the largest brands also work with Uber's ad team directly. Outside the US, Criteo is Uber Advertising's key partner for CPG advertisers.

Do Uber Eats ads cannibalize restaurant sales?

Uber's data says they add sales. In Uber's Affinity Solutions card-data study, sales among eaters exposed to Sponsored Listings rose 27% across measured channels during campaigns, including 5% at brick-and-mortar locations, and the lift continued for six months after. Uber runs the analysis on request.

What is the difference between Sponsored Listings and Sponsored Items?

Sponsored Listings promote a whole restaurant or store in the Uber Eats home feed and pickup results, bought per click by the merchant. Sponsored Items promote single grocery and retail products, bought by CPG brands, in the US through Instacart Ads Manager.

Can an agency run Uber Eats ads for a brand?

Yes. RMIQ, a retail media agency, lists Uber Eats among the networks it supports. For grocery and retail brands it runs the Instacart Ads Manager campaigns that reach Uber Eats; for restaurants it works in the account your Uber representative opens in Uber Marketing Manager.

Uber, Instacart, press9 sources

Each source is listed with the date it was published; pages that show no date are marked with the date they were read.

  1. Uber Technologies, second quarter 2026 results release (Form 8-K) and prepared remarks, August 5, 2026
  2. Uber Advertising site uber.com/us/en/advertising: home, audience, measurement, success stories, Uber Eats surfaces and press pages, no date shown, read November 2, 2026
  3. Uber Blog: Uber Ads APIs, June 2, 2026; new Uber Eats and mobility formats, June 15, 2026; Uber Marketing Manager, June 22, 2026; Cannes Lions recap, July 8, 2026; Sponsored Listings Cross-Channel Incrementality, October 5, 2026
  4. Uber Newsroom, Uber Advertising and Instacart Carrot Ads, April 9, 2025
  5. Uber Eats merchant site: ads, pricing and promotion pages, no date shown, read November 2, 2026; September 2026 merchant product update
  6. Uber Help Center, using Uber Marketing Manager, and Uber Developers, Ads API ad products, no date shown, read November 2, 2026
  7. Instacart, expanded MRC accreditation for Carrot Ads, November 6, 2025
  8. Adweek, Uber works with Instacart to sell ads, April 2025; Uber's offsite ads with Google and Meta, June 2026; Uber Eats ads and physical restaurant sales, October 2026
  9. RMIQ, Darey Brands case study, August 31, 2026; Walmart Connect ads guide, modified March 18, 2026; homepage and case studies listing, read October 25, 2026; keyword audit page, read October 26, 2026

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