Uber announced on Thursday that it will be partnering with Yext, a New York-based startup that helps businesses manage location-related information, to bring more ads to its consumers. By integrating with Uber API, Yext can provide riders with “branded in-app experiences” while they are on their journey when users request a ride using a Yext-powered button.  

"Uber and Yext share the same mission — to help people go places," said Marc Ferrentino, Yext’s executive vice president of strategy & product, in a statement. "That's why we integrated with Uber to create a new, immersive experience where stores, restaurants, and other businesses can bring consumers directly to their doors and increase customer engagement through Trip Branding. We're closing the loop so that businesses can provide a great experience all the way from search results to checkout — which includes actually getting to the location."

According to Yext, businesses will have three integration features:

  • 'Ride With Uber' Buttons: One-click ride-booking available directly from the business's website, email campaigns, and more.

  • Trip Branding: In the Uber app businesses can drive customers to a special offer — or other information, such as food menus or product sales — to enhance the customer experience while they're en route.

  • Drop-Off Points: Specify the precise drop-off point so the customer arrives at precisely the right entrance, and not the mailing address or parking lot.

For Uber users, this means they can easily request an Uber from emails, websites and apps. It also means when a traveler selects the “ride with Uber” button, they will be subjected to ads and discount offers throughout their journey. But this happens if and only if a rider requests a ride from a Yext-powered Ride Request button. "With trip branding and personalization, you not only get to your destination, but also get the information you need along the way," wrote Uber earlier this year when it first introduced trip branding.

“If they open the Uber app in the car, [they will] see a banner across the bottom linking to content relevant to the place they’re going — food menu, hotel concierge service, etc.,” a Yext spokesperson told The Verge. “As this evolves, we’re imagining options like a bar giving people the ability to buy a round while on their way. So it’s added functionality within the Uber app for customers who are interested in it for their destination.”

This is yet another feature available to users courtesy of Uber opening up an API allowing app developers to integrate the ride-sharing app into their platform. According to Uber, “apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.” Last December, Uber took things a step further by introducing a “Ride Request” button that allows app developers to register their app and have users request a ride.

"By adding the button next to every address or ‘intent to ride' in your App, your users will be able to tap to instantly get a ride to the hotel, restaurant, movie theater or any other destination you specify," wrote Chris Saad, product manager for Uber API and Strategic Partnerships, in a post . "This will help you offer a differentiated feature for your users, provide a magical experience for riders and even earn additional revenue your business."

This article has been updated to better clarify the Yext-Uber partnership.