Uber uses data to run its services, and also for safety, marketing, communications, support, research and legal needs
Uber says it uses data to enable reliable and convenient transportation, delivery, and other products and services. It also uses data to enhance the safety and security of users and services and to prevent and detect fraud, for marketing and advertising, to enable communications between users, for customer support, for research and development, and to send non-marketing communications to users. The list continues in the next section with use in connection with legal proceedings and providing the services.
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Uber uses data to enable reliable and convenient transportation, delivery, and other products and services. We also use data:
To enhance the safety and security of our users and services, and to prevent and detect fraud
For marketing and advertising
To enable communications between users
For customer support
For research and development
To send non-marketing communications to users
Use & Processing · Company practice
Uber uses data to provide, personalize, maintain and improve its products and services
Uber says it uses data to provide, personalize, maintain and improve its products and services. The table that follows breaks this use into specific purposes with the data categories used for each.
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To provide our services. Uber uses data to provide, personalize, maintain, and improve our products and services.
Data uses
Data used includes
Use & Processing · Company practice
Creating and updating your account uses account, demographic and location data
For creating and updating your account, Uber uses data in the account, demographics and location categories.
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a. Creating and updating your account
Account
Demographics
Location
Use & Processing · Company practice
Enabling services and features uses account, other-source, demographic, device and rating data
Uber uses data to enable services and features, including navigation to pickups and dropoffs, ETAs and tracking the progress of rides or deliveries; matching you with available drivers or delivery people; features that involve data sharing, such as ETA sharing and fare splitting; accessibility features; account linking such as with Uber partners’ loyalty programs; and rental car reservations, pickup and dropoff through Uber Rent. The data used includes account, data from other sources, demographics, device and ratings.
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b. Enabling services and features. This includes:
Enabling navigation to pickups and dropoffs, calculating ETAs and tracking the progress of rides or deliveries
Matching you with available drivers or delivery people when you request transportation or deliveries
Enabling features that involve data sharing, such as ETA sharing and fare splitting
Enabling features that involve account linking, such as linking with Uber partners’ loyalty programs
Facilitating and optimizing rental car reservations, pickup and dropoff through Uber Rent
Account
Data from other sources
Demographics
Device
Ratings
Use & Processing · Company practice
Personalizing your account, such as restaurant or trip suggestions, uses account, device, location, trip and usage data
Uber personalizes your account, for example by presenting personalized restaurant or food recommendations or trip suggestions based on your prior orders, trips and delivery location. The data used includes account, device, location, trip or order, and usage data.
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e. Personalizing your account. For example, we may present you with personalized restaurant or food recommendations, or trip suggestions, based on your prior orders, trips and delivery location.
Account
Device
Location
Trip/order
Usage
Use & Processing · Company practice
Trip or delivery updates, receipts and notices of changes to terms, services or policies use account and trip data
Uber uses account data and trip or order data to give you trip or delivery updates and generate receipts, and to inform you of changes to its terms, services or policies.
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f. Providing you with trip or delivery updates and generating receipts.
Account
Trip/order
g. Informing you of changes to our terms, services, or policies.
Account
Trip/order
Use & Processing · Company practice
Maintaining services and troubleshooting bugs uses account, device and usage data
Uber uses data to perform necessary operations to maintain its services, including troubleshooting software bugs and operational problems. The data used includes account, device and usage data.
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h. Performing necessary operations to maintain our services, including to troubleshoot software bugs and operational problems.
Account
Device
Usage
Use & Processing · Company practice
Uber uses data to predict and avoid pairings with a higher risk of conflict or a prior low rating
Uber uses data to predict and help avoid pairings of users that may result in increased risk of conflict, or where one user has previously given the other a low rating, for instance one star. The data used includes account, trip or order data (including cancellation rates), usage, and user content (ratings and reported incidents).
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c. Predicting and helping avoid pairings of users that may result in increased risk of conflict,* or where one user has previously given the other a low (for instance, one star) rating.
Account
Trip/order (including cancellation rates)
Usage
User content (ratings and reported incidents)
Qualifications & exceptions
The conflict-risk pairing prediction carries an asterisk, which the notice says marks uses Uber does not perform in the EEA, UK or Switzerland.
Enforcing Uber’s terms, guidelines and policies uses nine data categories, including communications and recordings
Uber uses data to enforce its Terms and Conditions, Community Guidelines, and other policies and standards that are communicated to you. The data used includes account, communications, data from other sources (driver data), device, identity verification, in-vehicle recordings, location, trip or order, and usage data.
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e. Enforcing Uber’s Terms and Conditions, Community Guidelines, and other policies and standards that are communicated to you.
Account
Communications
Data from other sources (driver data)
Device
Identity verification
In-vehicle recordings
Location
Trip/order
Usage
Use & Processing · Company practice
Uber uses data, except Guest Users’ data, to market its own services and those of Uber partners
Uber says it uses data to market its services and those of Uber partners, and excludes Guest Users’ data from this marketing use. The table that follows sets out the marketing and advertising purposes and the data used for each.
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For marketing and advertising. Uber uses data (except Guest Users’ data) to market its services, and those of Uber partners.
Uber uses your data to understand your interests and personalize marketing, push notifications and promotions
Uber personalizes marketing and ads relating to Uber products and services and those offered by other companies. For example, it may use your personal data to understand your interests, preferences or characteristics; send push notifications suggesting your favorite destinations or merchants, or in-app messages offering discounts or promotions for similar products or merchants; and personalize sponsored listings, discounts or promotions for restaurants and merchants on Uber. The data used includes account, data from other sources, demographics (including inferred gender), device, location, trip or order, and usage data.
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a. Personalizing marketing and ads relating to Uber products and services, and those offered by other companies. For example, Uber may:
Use your personal data to understand your interests, preferences, or characteristics about you, and personalize ads we show you.
Send push notifications suggesting your favorite destinations or merchants, or in-app messages offering discounts or promotions for products or merchants similar to those you’ve previously ordered.
Personalize sponsored listings, discounts or promotions for restaurants and merchants available on Uber.
Account
Data from other sources
Demographics (including inferred gender)
Device
Location
Trip/order
Usage
Qualifications & exceptions
Does not use Guest Users’ data for marketing and advertising.
Use & Processing · Company practice
Uber builds audiences from your interests to show personalized ads on Uber and other companies’ apps or sites
Uber may display personalized ads on Uber or on other companies’ apps or websites. To do this, it builds groups, or audiences, based on interests, preferences or characteristics, and prioritizes which ad to show based on the audience its advertisers want to reach.
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Display personalized ads on Uber or other companies’ apps or websites. To do this, Uber builds groups, or audiences, based on your interests, preferences, or characteristics, and prioritizes what ad to show you based on what audience our advertisers want to reach.
Qualifications & exceptions
Does not use Guest Users’ data for marketing and advertising.
Use & Processing · Company practice
Uber may show ads targeted to your current trip or delivery request, such as third-party products near your destination
Uber displays ads targeted using data about your current trip or delivery request, including the time of request and services requested. For example, if you request a trip to a supermarket, it may display in-app ads for third-party products that may be available at that supermarket. The data used includes account, data from other sources, demographics (including inferred gender), device, location, trip or order info, and usage data.
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b. Displaying ads that are targeted based on data about your current trip or delivery request, including time of request and services requested. For example, if you request a trip to a supermarket, we may display in-app ads for third-party products that may be available at that supermarket.
Account
Data from other sources
Demographics (including inferred gender)
Device
Location
Trip/order info
Usage
Qualifications & exceptions
Does not use Guest Users’ data for marketing and advertising.
Use & Processing · Company practice
Uber uses data to attribute your usage to marketing campaigns and to show advertisers how their ads performed
Uber measures the effectiveness of marketing and ads and optimizes campaigns. For example, it may use your data to determine whether your use of its apps and websites can be attributed to specific marketing campaigns about Uber products and services, and use data about your interaction with ads to help advertisers understand how their campaigns served by Uber performed. The data used includes account, device and usage data.
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c. Measuring the effectiveness of marketing and ads, and optimizing our advertising and marketing campaigns. For example, Uber may:
Use your data to determine whether your usage of our apps and websites can be attributed to specific marketing campaigns about Uber products and services.
Use data about your interaction with ads to help our advertisers understand the performance of their ad campaigns served by Uber.
Account
Device
Usage
Qualifications & exceptions
Does not use Guest Users’ data for marketing and advertising.
Use & Processing · Company practice
Uber uses account, device and usage data to enable communications between users, such as drivers, riders and merchants
Uber uses data to enable communications between users. For example, a driver may message or call you to confirm a pickup location, you may call a driver to retrieve a lost item, or a restaurant or delivery person may contact you about your order. The data used includes account, device and usage data.
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To enable communications between users.
Data uses
Data used includes
For example, a driver may message or call you to confirm a pickup location, you may call a driver to retrieve a lost item, or a restaurant or delivery person may contact you with information about your order.
Account
Device
Usage
Use & Processing · Company practice
Customer support uses ten data categories to investigate concerns, improve support and find research participants
Uber uses data for customer support, including investigating and addressing user concerns, investigating user-reported misconduct such as inappropriate messages or fraud, monitoring and improving support responses and processes, and identifying potential participants in research studies relating to customer support issues. The data used includes account, communications, device, identity verification, data from other sources, location, usage, user content, trip or order, and in-vehicle recordings.
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Supporting quotations
For customer support.
Data uses
Data used includes
This includes investigating and addressing user concerns, including investigating user reported misconduct (such as inappropriate messages or fraud), monitoring and improving our customer support responses and processes, and identifying potential participants in research studies relating to customer support issues.
Uber may use generative AI tools for customer support purposes
In describing its customer support uses of data, Uber says it may use GenAI tools for these purposes, and links to a separate page about generative AI features at Uber.
Stated as “may”; limited to the customer support purposes described in the same row.
Not stated here
The linked page on generative AI features at Uber is a separate linked document whose text is not supplied here, so which tools are used and how is unknown.
Uber uses data from eleven categories for research and development, including training machine learning models
Uber uses data for analysis, research and product development, including training machine learning models, to make its services more convenient, enhance their safety and security, and develop new services and features. The data used includes account, communications, data from other sources, demographics, device, identity verification, location, usage, user content, trip or order data, and in-vehicle recordings.
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For research and development.
Data uses
Data used includes
We use data for analysis, research and product development, including training machine learning models. This helps us make our services more convenient and easy to use, enhance the safety and security of our services, and develop new services and features.
Account
Communications
Data from other sources
Demographics
Device
Identity verification
Location
Usage
User content
Trip/order
In-vehicle recordings
Use & Processing · Company practice
Uber uses account and location data to send surveys and notices about elections, ballots and other political processes
Uber uses data for non-marketing communications, which it says include surveys and communications about elections, ballots, referenda and other political processes that relate to its services. For example, it may notify you of ballot measures or pending legislation relating to Uber’s services where you live. The data used includes account and location data.
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Supporting quotations
For non-marketing communications.
Data uses
Data used includes
This includes surveys and communications regarding elections, ballots, referenda and other political processes that relate to our services. For example, we may notify you of ballot measures or pending legislation relating to Uber’s services where you live.
Account
Location
Use & Processing · Company practice
Uber relies on automated processes for matching, pricing and fraud prevention and detection
Uber says it uses automated processes to enable parts of its products and services, including functions essential for service delivery and user safety: matching, pricing and fraud prevention and detection. The notice describes how these processes work and the data they use, and invites questions or concerns through a contact form.
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Uber uses automated processes to enable certain parts of our products and services, including functions essential for service delivery and user safety such as matching, pricing and fraud prevention and detection.
Uber relies on automated processes to enable essential parts of our services, including matching (pairing users requesting and providing transportation and/or delivery services), pricing (calculating the amount owed for such services) and fraud detection and prevention. These processes allow Uber to provide a seamless, and safe, experience to millions of users globally every day.
This section describes how automated matching, pricing, and fraud prevention and detection processes work, including how they impact your Uber experience and the personal and non-personal data used to enable these processes.
if you have questions or concerns regarding these processes.
Use & Processing · Company practice
Matching: Uber uses algorithms to pair you with drivers or delivery people when you request a trip or delivery
Uber uses algorithms to match you with drivers or delivery people, which it says helps minimize wait times for you and enable efficiency for drivers and delivery people. Matching is triggered when you request transportation or deliveries. The request goes to the matched driver or delivery person, and once a trip or order is accepted Uber sends you confirmation of the match.
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Matching
Uber uses algorithms to efficiently match you with drivers or delivery people. This helps us minimize wait times for you and enable efficiency for drivers and delivery people.
The trip or delivery request is then communicated to the driver/delivery person matched through this process. Once a trip or order is accepted, we send confirmation of the match to you and the driver/delivery person.
Additional information on Uber’s matching process is available
Not stated here
The linked page with additional information on Uber’s matching process is a separate linked page not supplied here.
Use & Processing · Company practice
Matching weighs location, destination, driver availability, traffic and, in some markets, past negative experiences
Uber’s matching algorithms evaluate factors including your location, requested destination, the proximity and availability of drivers or delivery people, traffic conditions, and historical data, including in some markets whether you and a driver have previously reported negative experiences with each other. Uber says it is constantly refining matching and may consider different factors depending on where you use Uber.
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The matching process is triggered when you request transportation or deliveries. Our algorithms then evaluate various factors to determine the best match, including your location, requested destination, the proximity and availability of drivers or delivery people, traffic conditions, and historical data (including, in some markets, whether you and a driver have previously reported having negative experiences with each other).
We are constantly refining our matching process to provide the best experience to all users on our platform and may consider different factors depending on the location where you use Uber.
Qualifications & exceptions
Reported negative experiences are considered only “in some markets”; the factors may differ by location.
Not stated here
The notice does not say which markets consider reported negative experiences.
Use & Processing · User right or choice
You can choose whether Uber personalizes marketing emails, push notifications and in-app messages, or sends them at all
You can choose whether Uber may personalize marketing communications about Uber products and services (such as emails, push notifications and in-app messages), through a linked page or the Ads and Data menu in Uber’s Privacy Center. You may also choose whether to receive any marketing emails or push notifications from Uber.
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Marketing and advertising choices
Personalized marketing communications from Uber
You can choose whether Uber may personalize marketing communications (such as emails, push notifications and in-app messages) about Uber products and services
or in the Ads and Data menu in Uber’s
You may also choose
whether to receive any marketing emails or push notifications from Uber.
Use & Processing · User right or choice
You can choose whether Uber uses your trip, order or search history to personalize the ads you see on Uber
You can choose whether Uber uses your Uber trip, order or search history to personalize the ads you see on Uber, or on Uber Eats and Postmates, through linked ad settings pages.
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Personalized ads
You can choose whether Uber uses your Uber trip, order or search history to personalize the ads you see on