TechCrunch uncovered evidence that Uber Eats will roll out a local-restaurant based ad engine. It will run a search-like bidding system for priority app placement.

Uber is already positioned to make this move given the restaurants it has in the Uber Eats system. That gets it a certain distance toward correct listings, menus, as well as payments and billing. From there, it’s just a matter of activating the ads-and-promotions option and making it easy for restaurants to add it.

Moreover, Uber’s ecosystem is an attribution goldmine. Given that it will fulfill the orders, it can easily track where promotions led to real transactions.