Advertising Data Sharing With Third-Party Platforms

What it is

Uber shares your personal data, which may include trip behavior, device identifiers, and inferred attributes, with advertising companies like Facebook (Meta), Google, TikTok, and Snapchat to show you Uber ads on those platforms and to measure ad performance.

Why it matters (compliance & governance perspective)

Sharing trip and behavioral data with major advertising platforms means information about where you travel and when may be used to build advertising profiles that follow you across the internet, beyond the Uber app.

Consumer impact (what this means for users)

This provision means that data Uber holds about your ride and delivery activity may be shared with advertising platforms you also use independently, such as Facebook or TikTok, potentially enriching those platforms' profiles of you with location-linked behavioral data.

What you can do

Institutional analysis (Compliance & governance intelligence)

REGULATORY LANDSCAPE: Under the CCPA/CPRA, sharing personal information with third parties for cross-contextual behavioral advertising purposes may constitute a 'sale' or 'sharing' of personal information, triggering mandatory opt-out mechanisms and Global Privacy Control (GPC) signal compliance obligations. The GDPR requires a valid legal basis for such transfers; consent is the most defensible basis for behavioral advertising data flows to third parties, and the notice's reliance on legitimate interests for this purpose may face regulatory challenge. Enforcement authorities include the California Privacy Protection Agency and EU Data Protection Authorities. GOVERNANCE EXPOSURE: High. The breadth of named advertising partners (Meta, Google, TikTok, Snapchat) and the nature of the data shared (behavioral, location-informed, device-linked) creates significant regulatory exposure under multiple privacy frameworks. The use of advertising pixels and tags, as evidenced by the Content Security Policy, suggests active data flows to these platforms that may require detailed disclosure and opt-out infrastructure. JURISDICTION FLAGS: California residents have explicit opt-out rights for the sale and sharing of personal information, including for advertising purposes, under CPRA. EU/EEA users are protected by GDPR consent requirements for behavioral advertising. UK users are subject to UK GDPR and ICO guidance on cookies and tracking technologies. Global Privacy Control signals must be honored for California residents under CPRA. CONTRACT AND VENDOR IMPLICATIONS: Each named advertising partner represents a third-party data relationship that should be covered by appropriate data processing or data sharing agreements. Enterprise clients using Uber for Business should assess whether their employees' trip data is included in advertising data flows and whether this is consistent with their own data governance obligations. COMPLIANCE CONSIDERATIONS: Compliance teams should audit the opt-out mechanism for advertising data sharing to confirm it is prominently displayed, functional, and honors Global Privacy Control signals for California users. The legal basis documentation for advertising data transfers under GDPR should be reviewed, and legitimate interests assessments should be prepared if that basis is relied upon. Data sharing agreements with each named advertising partner should be reviewed for adequacy.

Applicable agencies

Applicable regulations

Provision details

Other risks in this policy

• Background and Continuous Location Collection medium
• Data Sharing With Drivers and Merchants low
• Government and Law Enforcement Data Disclosure medium
• User Rights to Access, Deletion, and Portability low
• Data Retention medium
• Cross-Border Data Transfers medium

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