Reproducing Uber's Marketplace Optimization

Uber allocates money across different regions and programs to incentivize riders and drivers to use Uber products. This incentive structure ultimately influences the market. This leads to the natural question of “how much to allocate to each city and which program” to maximize business objectives? Uber has a finite amount of money that must be allocated accordingly. Given a total budget of say, $1,000,000, how should it be divied up amongst the cities and programs? ...

September 15, 2025 · 12 min · Gabriel Stechschulte