Dorothy Ann Advincula is Uber’s Global Head of Measurement and Insights, where she is tasked to build the long-term vision for measurement and insight for Uber advertising. In this role, Dorothy leads the execution of insights and measurement programs to enable advertisers better understand and engage with our audiences across our platforms, while also unlocking the power of data in reimagining the way we do advertising on Mobility and Delivery.
Prior to Uber, Dorothy was SVP of Media Strategy at Ipsos, a Top 3 market research organization, where she led strategy, insights and audience measurement for brands, media, streaming and social platforms, gaming and the metaverse. In this role, she built syndicated programs and insights frameworks that influenced her team’s execution of research and insights projects for leading global advertising platforms.
Dorothy also spearheaded measurement, audience and content insights programs at Samsung and Apple’s advertising organizations. In these roles, she helped advertisers, and cross functional stakeholders use insights to inform programming, distribution and promotion decisions, build monetization strategy and prove media effectiveness, with former clients ranging from major brands in diverse verticals and media buying agencies. In 2017, Dorothy was the inaugural IAB Data Rising Star for her work integrating her research and insights background to data, analytics and measurement solutions for emerging and innovative media platforms.
Dorothy holds a BA in Political Science & Psychology from UC Berkeley and a MSc in Integrated Marketing Communications with a specialization in Global Marketing Innovation and Media Economics from Northwestern University. She is based out of the San Francisco office and lives in Monterey Peninsula with her 3-year old very vocal mini schnauzer named Toto who hates water but loves the sand.