Lyft introduced on October 6, 2025, the growth of its promoting platform by way of programmatic entry through Microsoft Monetize, marking a shift in how advertisers should purchase stock inside the rideshare utility. In keeping with the announcement, the combination allows advertisers to succeed in Lyft riders with native show commercials proven in-app after trip requests by way of all main programmatic shopping for platforms.

The rideshare firm disclosed that video advert codecs on the open change will launch at a later date. This programmatic growth positions Lyft alongside opponents like Uber, which opened Journey Ads to programmatic buying by way of partnerships with Google’s Show & Video 360, The Commerce Desk, and Yahoo DSP in June 2024.

Microsoft Monetize, previously referred to as Xandr Monetize and initially constructed as AppNexus SSP, offers entry to open web advert stock throughout greater than 100 international locations. The provision-side platform processes all stock and transaction sorts with demand channels, permitting publishers to handle programmatic monetization whereas Microsoft handles technical infrastructure for advert supply and optimization by way of real-time bidding processes.

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In keeping with Lyft’s announcement, the programmatic rollout consists of entry to the corporate’s rideshare stock by way of open public sale. Advertisers can make the most of their most well-liked demand-side platforms to buy advert area, streamlining the shopping for course of for businesses and advertisers already accustomed to utilizing DSPs for media buys throughout varied platforms.

The corporate concurrently launched Viewers Extension, an answer powered by Microsoft Curate that permits manufacturers to re-engage riders throughout related TV, on-line video, and editorial platforms. In keeping with the announcement, advertisers can serve related messaging to audiences past the trip by way of video, audio, and editorial channels.

Lyft builds viewers segments based mostly on rider patterns derived from choose vacation spot and way of life classes and spending traits. The segments are refined by way of 180-day, 90-day, and 30-day lookback durations. In keeping with the corporate, this information functionality permits manufacturers to align with particular audiences for efficient engagement and measurable outcomes.

The platform launched six customary audiences out there programmatically by way of demand-side platforms on October 6, 2025. These embrace Lyft riders who’ve taken a trip within the final 180 days, riders age 21 and older who’ve taken a trip within the final 180 days, The Vacationers who’ve taken rides to airports within the final 180 days, The Foodies who’ve taken rides to eating places or fast-casual or quick-serve eating retailers within the final 180 days, The Consumers who’ve taken rides to shops together with grocery, drug, mall, and supercenter areas within the final 180 days, and The Sports activities and Leisure Seekers who’ve taken rides to live shows, motion pictures, or stadium occasions within the final 180 days.

In keeping with the announcement, customized audiences and lookbacks of 365, 90, or 30 days are presently in beta testing. Customized audiences can embrace riders who’ve looked for sure phrases inside the Lyft utility or have taken rides to particular locations.

Lyft’s announcement highlighted that Viewers Extension allows the corporate’s information capabilities past the app. Manufacturers can improve engagement by using Lyft’s potential to construct viewers segments based mostly on rider patterns. In keeping with the corporate, reaching audiences throughout video and editorial platforms means rideshare campaigns grow to be the inspiration for broader advertising and marketing initiatives, maximizing return on funding and creating model relationships that stretch past a single journey.

The corporate additionally introduced new Map Merchandise presently in alpha testing, giving choose companions early entry to new promoting codecs. Sponsored Map Pins permit advertisers to customise location markers with branded imagery, reworking locations into discovery moments. In keeping with the announcement, branded location markers seem on the Lyft map when riders are dropped off inside a chosen mile radius of sponsored shops, serving to to extend consciousness of close by areas and supporting enterprise initiatives.

Map Splash takes the idea additional with full picture overlays on the map interface, creating an immersive branded expertise that captures consideration throughout pre-ride moments when riders are most engaged with the app. In keeping with Lyft, this bespoke customization permits manufacturers to align their messaging with key model moments.

Lyft’s promoting setting presents alternatives for manufacturers in search of high-engagement placements. In keeping with supplies from the LinkedIn profile of Lyft Advertisements, riders test their utility six instances per trip on common, creating a number of touchpoints for promoting publicity all through the transportation expertise.

In keeping with the LinkedIn profile, Lyft Ads reaches over 44 million energetic riders yearly. A Nielsen examine confirms Lyft Advert’s potential to exactly attain goal audiences with an 87.6 % on-target share, considerably surpassing trade benchmarks. This efficiency metric exceeds the 76.78 percent on-target rate Lyft Media achieved in earlier Nielsen information.

The corporate emphasised that its promoting enterprise makes use of metropolis infrastructure and actual property by way of the Lyft City Options model, extending further promoting surfaces for advertisers past the car community in key markets like San Francisco, New York, and Chicago by way of charging stations and bicycle or scooter docks.

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In keeping with the announcement, Lyft Advertisements combines the captive consideration of rideshare with data-driven insights and modern advert codecs to ship outcomes. The corporate based its promoting enterprise in 2019 and is predicated in San Francisco with a workforce of between 5,001 and 10,000 workers in line with its LinkedIn profile.

The programmatic advertising sector has experienced significant growth, with 72 % of entrepreneurs planning to extend their programmatic promoting funding in 2025 in line with Comscore information launched in January 2025. Related TV’s share of media budgets is projected to double from 14 % in 2023 to twenty-eight % in 2025.

Lyft’s programmatic growth happens as competition intensifies in mobility advertising. Uber expanded its Journey Advertisements programmatic shopping for capabilities throughout 10 European markets in June 2025, overlaying the UK, Spain, France, Germany, Netherlands, Eire, Sweden, Poland, Switzerland, and Portugal. Uber’s Journey Advertisements has delivered common click-through charges exceeding 3 % and common world view instances surpassing 100 seconds since launching in late 2022.

Microsoft Monetize recently joined Amazon’s Certified Supply Exchange program in October 2025, offering Amazon DSP advertisers with entry to stock by way of most well-liked provide paths. The mixing consists of Amazon Shopper Insights packages that mix Amazon’s purchasing information with Microsoft Monetize stock.

For the advertising and marketing group, Lyft’s programmatic growth represents one other step within the maturation of mobility promoting as a definite channel. The introduction of programmatic shopping for reduces friction for media patrons already using main demand-side platforms for stock acquisition throughout a number of channels. The programmatic availability and Viewers Extension capabilities probably strengthen Lyft’s aggressive positioning in an promoting sector the place Uber has been actively expanding its offerings.

The timing aligns with broader trade traits towards privacy-centric programmatic options. Identification protection has dropped under 50 % for cellular promoting in 2025, driving entrepreneurs towards privacy-compliant focusing on strategies and first-party information utilization. Lyft’s first-party information from rider patterns offers focusing on capabilities that tackle these privateness issues.

The mixing with Microsoft Monetize offers technical benefits for programmatic transactions. Microsoft acquired Xandr from AT&T in June 2022, finishing a deal first introduced in December 2021. AT&T had bought AppNexus in 2018 for $1.6 billion. Microsoft announced in May 2025 it might discontinue Microsoft Make investments, citing a strategic shift towards conversational, personalised, and agentic promoting experiences, although Microsoft Monetize continues operations.

Lyft, the second-largest ridesharing firm in the USA after Uber, coordinates 9 million rides per day in line with Wikipedia. The corporate was based on June 9, 2012, as Zimride by Logan Inexperienced and John Zimmer. In Might 2013, the corporate modified its identify from Zimride to Lyft. The corporate grew to become a public entity through an preliminary public providing in March 2019, elevating $2.34 billion at a valuation of $24.3 billion.

For the second quarter of 2024, Lyft posted its first GAAP revenue within the firm’s historical past. In July 2025, Lyft acquired Free Now for €175 million, increasing in Europe. In September 2025, Lyft partnered with Waymo to launch Waymo’s autonomous ride-hailing service to Nashville in 2026.

The promoting platform growth comes as digital promoting infrastructure undergoes basic modifications. Major platforms including Google Ad Manager and Microsoft Advertising have integrated curation frameworks all through 2024 and 2025 following the IAB Tech Lab’s December 16, 2024 announcement of formal curation requirements.

Lyft’s Viewers Extension resolution addresses challenges recognized by trade analysts inspecting programmatic infrastructure. Conventional approaches require months of customized integration work, preserve fragmented reporting methods, and impose vendor lock-in by way of proprietary interfaces. The standardized programmatic entry by way of Microsoft Monetize reduces these friction factors.

The corporate’s emphasis on reaching riders all through their journey aligns with trade analysis demonstrating that captive audiences in transportation environments create distinctive alternatives for content material supply distinct from home-based streaming or cellular searching contexts. The mix of programmatic entry and prolonged viewers focusing on positions Lyft to compete extra successfully for promoting budgets throughout a number of channels.

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Timeline

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Abstract

Who: Lyft, the second-largest ridesharing firm in the USA with 25 million energetic riders, introduced the growth by way of partnerships with Microsoft Monetize and Microsoft Curate. The announcement targets advertisers, businesses, and types in search of programmatic entry to rideshare stock.

What: Lyft launched two main promoting capabilities: programmatic shopping for entry by way of Microsoft Monetize’s open public sale for native show adverts proven in-app after trip requests, and Viewers Extension powered by Microsoft Curate enabling manufacturers to re-engage riders throughout related TV, on-line video, and editorial platforms. The corporate additionally launched new Map Merchandise in alpha testing, together with Sponsored Map Pins and Map Splash.

When: The announcement occurred on October 6, 2025, with programmatic entry and 6 customary viewers segments out there instantly. Video advert codecs on the open change will launch at a later unspecified date. Customized audiences and prolonged lookback durations stay in beta testing. New Map Merchandise are presently in alpha with choose companions.

The place: The programmatic entry operates by way of Microsoft Monetize throughout all main programmatic shopping for platforms. Viewers Extension reaches throughout related TV, on-line video, and editorial platforms past the Lyft app. Lyft operates in the USA and Canada, with a European presence following the July 2025 acquisition of Free Now. The corporate is headquartered in San Francisco.

Why: The growth addresses rising demand for environment friendly programmatic shopping for choices in mobility promoting whereas enabling Lyft to compete with Uber’s established programmatic capabilities. The programmatic entry reduces friction for media patrons already utilizing demand-side platforms for stock acquisition. Viewers Extension leverages Lyft’s first-party rider information to allow manufacturers to increase campaigns past the app, maximizing return on funding by way of cross-channel engagement. The timing aligns with trade traits displaying 72 % of entrepreneurs planning to extend programmatic funding in 2025.


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