This week, rideshare company Lyft added significant measurement and targeting abilities to its ad platform, Lyft Media. Partnerships with key adtech companies allow Lyft Media advertisers to connect ad exposures during the use of the company’s services to outcomes like store visits and in-app purchases.
Over the last two years, Lyft has built out its ad platform to cover all parts of a customer’s experience. Ads can be shown in the Lyft app, on in-car tablets while the traveler rides in the Lyft car and through out-of-home advertising placed on bikes and bike docks in Lyft’s bikeshare network.
Measurement partnerships. Three new partnerships allow advertisers to measure Lyft Media campaign outcomes:
- Foursquare: Brick-and-mortar advertisers can now use location-based measurement powered by Foursquare Attribution to directly tie ad exposure to in-store visits. This allows advertisers to determine incrementality of foot traffic.
- NCS: The new partnership with NCS enables consumer packaged goods (CPG) advertisers to understand in-store and online sales lift by analyzing buy rates, penetration, and conversions by existing customers and new ones.
- Kochava: Lyft can now provide real-time attribution from their campaigns to digital outcomes using Kochava for Publishers. These outcomes include mobile app installs and post-install events such as in-app purchases, loyalty program registrations and website conversions.
Targeting partnership. Lyft Media also partnered with LiveRamp to add to its targeting capabilities. Previously, Lyft Media advertisers could break down Lyft customers into segments by destination, payment method and lifestyle. Now, advertisers can onboard their own customer datasets using LiveRamp’s privacy-focused identity technology.
Why we care. These additions to the Lyft Media ecosystem help meet digital advertisers’ demands for better measurement. We’re seeing those same demands play out in other areas like retail media networks. While Lyft Media isn’t technically an RMN (it doesn’t serve ads to customers outside of the Lyft customer journey, for instance), its ability to deliver ads while customers order rides and participate in the riding experience are similar.
Dig deeper: Retail media networks evolve with new in-store measurement standards and omnichannel strategies
About the author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.