Lyft Bolsters Commerce Media Offering with Personalized In-App Ads

The Lyft Media business is getting a boost thanks to new personalized, in-app capabilities powered by Rokt.

Lyft will be bringing more personalized ads to users in the U.S. and Canada. Through a new partnership with Rokt, the ridesharing company has added in-app advertising to its Lyft Media advertising product suite to help brand partners drive engagement and conversions.

Lyft customers check their phone nearly nine times during a typical ride, according to a company blog post. The new offering will help brands use machine learning to deliver relevant and contextual ads at all phases of the “ride journey”: while users wait for their car; matching with their driver; and during the ride. Rokt’s closed marketplace is powered by billions of transactions across hundreds of ecommerce businesses. The technology is designed to control the types of offers eligible to be displayed to customers, so they only receive the most relevant and impactful ads.

“Through Lyft Media, we’ll communicate with our riders in a thoughtful way that improves their overall experience,” said Zach Greenberger, Chief Business Officer of Lyft in a statement. “We chose Rokt as an ecommerce partner because the company has an unparalleled record of success and has built deep credibility with clients across numerous industries.” 

Bilt Rewards, Audible and Universal Pictures are among the feature’s early users. Lyft Media advertisers also will be able to capitalize on a new partnership with Kantar Brand Lift Insights that will help them understand key metrics like awareness, purchase intent and brand association.

Beyond the new in-app experience, Lyft Media advertising partners have access to a growing ecosystem of touch points that will allow them to amplify their messaging. Lyft Media now offers ad solutions through on-car digital screens in five markets, in-car tablets in 12 markets and at prominent street corners by advertising on bikeshare stations in four markets.