Uber Go/No-Go Call: Adding a Paid Ad Unit to the App Home Screen

You are a product manager at Uber. The team wants to add a new ad placement to the app's home screen. Should Uber go ahead? ```hint Price the screen, not just the ad People usually open the home screen to get something done quickly, and the same space can also promote Uber's own services. Work out what the slot would earn, what it might cost in trips and loyalty, and what evidence would let you make the call. ``` ### Clarifying Questions - Which app is this: the rides app, where people open it to request a car right away, or the delivery app, where they browse before ordering? - Does the home screen carry any ads today, and does Uber already sell ads elsewhere in its apps? - Is the goal purely ad revenue, or also giving partners such as restaurants, brands or event organizers a way to reach users? - Is the format decided (banner, native card, full-screen), or is that part of the question? ### What a Strong Answer Covers - The job the home screen does for users and what an ad there could disrupt. - A revenue-versus-cost comparison that includes lost trips, long-term retention and other uses of the slot, not only ad income. - Choices of format, position, relevance and frequency that limit harm, and the moments when no ad should appear. - An experiment with a decision metric, guardrails, a way to see long-term effects, and a launch rule set in advance. - A clear recommendation, with risks such as brand trust, privacy rules and thin advertiser demand. ### Follow-up Questions - The test shows solid ad revenue and a small but statistically significant drop in ride requests from the home screen. Do you launch? - Would you show the ad to Uber One members, and what would exempting them cost? - How would your answer change if the placement were on the delivery app's home feed instead?