Uber joins Ibotta Performance Network

DENVER & SAN FRANCISCO — Ibotta has entered into an exclusive, multi-year agreement with Uber Technologies to integrate its digital promotions platform across Uber’s grocery and retail ecosystem in the United States, marking a significant expansion of retail media capabilities at the point of purchase.

Under the agreement, Ibotta-powered offers will be embedded directly into Uber’s marketplace, beginning with the Uber Eats app and later extending to the broader Uber and Postmates platforms. The move gives CPG brands direct access to consumers at the final stage of the shopping journey, reinforcing Ibotta’s positioning as a leading performance marketing platform for promotions.

The partnership represents Uber’s first exclusive, multi-year agreement with a national digital promotions provider and further expands the reach of the Ibotta Performance Network, which already connects brands to more than 200 million consumers.

“Ibotta’s exclusive partnership with Uber makes it easier for brands to connect with consumers in a competitive marketplace,” said Bryan Leach, founder and CEO of Ibotta. “By putting offers directly into the Uber ecosystem, we are placing high-value savings in the palms of millions.”

For Uber, the deal boosts its expanding advertising and retail media plans as it continues to grow its grocery and retail delivery business. The company has strengthened partnerships with major retailers including Albertsons, Aldi, Kroger, and Wegmans, fueling momentum in its non-restaurant delivery segments.

“This collaboration marks a significant step in Uber’s commitment to delivering value across every category—from rides to retail,” said Hashim Amin, North American head of grocery and retail at Uber.

The integration enables CPG brands to target offers across categories like grocery, home care, and personal care, while utilizing Uber Advertising’s full-funnel features. Uber states that the partnership helps connect discovery and purchase by adding promotions directly into the shopping experience.

The agreement highlights a wider industry shift toward performance-based retail media models, where promotions are directly linked to measurable sales results. As third-party delivery platforms increasingly serve as digital storefronts, the Ibotta-Uber partnership enables both companies to secure a larger share of CPG marketing spend related to conversions.