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Creating serendipitous brand moments
Beet.TV Flight to Cannes Series, 2025
Edwin Wong
Head of Measurement Sciences at Uber Advertising
Edwin Wong, Head of Measurement Science at Uber Advertising, shares how mobility platforms are unlocking new opportunities for brands through the power of first-party data. With over 170 million monthly users, Uber is transforming real-world intent and location signals into meaningful, measurable connections.
As the advertising landscape evolves beyond performance marketing, Uber’s approach–centered on “serendipitous moments” that enhance rather than interrupt–reflects a shared philosophy with Kinective Media: that when technology, context, and creativity intersect, brands can become part of the journey itself.
