Lyft inks deal with Nielsen to measure in-app ads

(Reuters) – Nielsen and Lyft have signed an agreement to measure advertisements on the ride-hailing company’s mobile app, the data analytics firm said on Thursday.

Measuring ad performance helps advertisers inform and improve marketing campaigns and quantify their impact.

Lyft announced in August last year that it will display ads on its app , looking to create a more stable source of revenue.

The San Francisco, California-based company launched video ads in the last quarter of 2023, partnering with Warner Bros Discovery to promote ‘Wonka’ movie using its in-app video.

Apart from serving ads on the app, Lyft also leverages taxi top advertising displays, in-car advertisements, and its bikeshare stations.

Lyft’s advertising arm, Lyft Media, has previously worked with clients such as Starbucks, DoorDash and Citigroup.

Reporting by Akash Sriram in Bengaluru; Editing by Tasim Zahid