Mainstream brands increasingly regard young, free-spending cannabis consumers as a “dream demographic,” Bloomberg reports:

“[Uber]hired cannabis advertiser Fyllo late last year in its first attempt to specifically target pot users when advertising its food-delivery service, Uber Eats. And it’s not just about serving people who have the munchies after smoking marijuana, says Uber’s global head of media, Travis Freeman.

“A cannabis consumer is younger than the normal consumer, has more disposable income; they are busier than most, they are working all the time, exercising all the time, going on adventures all the time,” Freeman told me in an interview. The results have been good: Uber has found that cannabis users are more likely to watch and complete video ads than the average consumer.”

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Related: Uber CEO Dara Khosrowshahi said the company would be open to delivering cannabis once it’s federally legal.

Quick Hit

  1. Marijuana legalization has won.