inDrive: Scaling First-Time Riders Through Outcome-Based Programmatic Advertising

We used outcome-based programmatic advertising to identify and scale the combinations driving the highest-quality new riders across in-app inventory. With first-time rides as the primary conversion goal, we continuously optimized across apps, placements, exchanges, audiences, creatives, contextual signals, and city-level targeting to maximize rider conversions and unlock incremental scale. At the same time, we closely monitored install-to-first-ride conversion rates and performance across each city, allowing us to shift investment toward the combinations and locations delivering the strongest results.