Uber's premium ad formats offer brands powerful ways to connect with riders at scale. Ride Offers let advertisers make their campaigns memorable by rewarding riders with meaningful mobility benefits, with part of the campaign cost funding these consumer incentives. First Trip Takeover gives brands exclusive presence on a rider's very first trip of the day, maximizing reach and visibility across the entire national user base, subject to Uber's advertising and creative safety guidelines. Journey Takeover enables brands to co-create high-impact experiences anchored by a branded vehicle icon during the ride, available to pre-approved advertisers meeting revenue thresholds. Playable Ads add gamified, consumer-first engagement for stronger brand recall, eligible once a Journey or PCO campaign crosses its spend threshold — making these formats a compelling ladder of impact for advertisers.