Lyft Launches Programmatic In-App Ads
Lyft is expanding its digital advertising capabilities with the launch of programmatic in-app ads, giving advertisers new ways to reach consumers during their rides.
The rideshare company’s advertising business, Lyft Media, has partnered with multichannel advertising platform StackAdapt to offer programmatic access to its U.S. in-app ad inventory.
The collaboration is made possible through Kevel, whose API-based ad-serving technology supports advanced targeting and delivery capabilities. This integration enables StackAdapt clients to deliver “hyper-localized” ad experiences to Lyft’s U.S. user base, which includes more than 40 million active riders annually, according to a media release.
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The programmatic in-app placements will allow brands and advertisers to connect with riders at various stages of their journey, such as commuting, attending events or traveling. The ad formats — including video and poster units — are supported by Lyft’s first-party data and measurement tools, and designed to leverage rider intent and location data to serve relevant messages.
The partnership marks Lyft Media’s first move into programmatic ad buying and expands StackAdapt’s multichannel capabilities to include mobile in-app placements within a transportation setting.
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The offering is now live nationwide through StackAdapt’s platform and supports both brand and performance-based campaigns.
“Partnering with Lyft and Kevel opens an extraordinary advertising avenue for agencies to engage a mobile, diverse audience,” Greg Joseph, vice president of inventory development at StackAdapt, said in the release. “We’re transforming the local ad experience by connecting brands, agencies, merchants and restaurants to consumers at meaningful points in their daily lives.”
This move reflects a broader industry trend toward expanding digital retail media beyond traditional online storefronts and into everyday consumer experiences, such as rideshare and mobility platforms.
