Uber will finally end creepy rider tracking, report says

Along with a new CEO, it looks like Uber is also about to get a little less creepy, as the company has now pledged to stop tracking users after rides.

The company's practice of tracking user location five minutes after a ride has ended will be discontinued, according to a report from Reuters citing a comment from Uber's chief security officer.

The tracking update, which was pushed to users last year, was meant to improve safety by allowing the company to track how often customers needed to cross the street after a drop off according to Uber. But for many, the tracking function came off as just another in a series of poor decisions and negative looks for Uber including reports of rider assaults, complaints of internal harassment, and troubles at the executive level.

Combined, the issues gave fuel to intermittent, social media-driven calls by many to #deleteuber, seemingly giving a boost to its competitor, Lyft.

Although the impending arrival of a new CEO -- who is widely regarded as a possible fresh, positive new face for the company -- may help change Uber's fortunes, the tracking change is unrelated to the CEO shift, according to the company.