The ad tech that we've come to expect as the price of participation in e-commerce, and the ads that we see on social media, have come to pricing and work in that way.
I can't speak to the details of Uber's algorithm in particular, but based on the research that's out there and other analysis that's being done, I would say to you that, yes, there are attempts to calibrate based on estimations of your income, where you live, what you've paid before, and your history and tenure with the app.