Lyft Partners with StackAdapt for In-App Programmatic Ads

Lyft and StackAdapt Launch In-App Programmatic Advertising

Lyft Media and advertising platform StackAdapt have partnered to introduce programmatic, in-app advertising within the Lyft app. This collaboration allows StackAdapt clients to access Lyft's U.S. in-app ad inventory, enabling brands, merchants, and agencies to target millions of Lyft riders with hyper-localized ads.

The partnership also includes Kevel, a provider of API-based media ad serving technology, to further enhance StackAdapt's programmatic capabilities. This move comes nearly two years after Lyft first implemented in-app advertising to support its media network, Lyft Media.

Reaching On-the-Go Consumers

This partnership offers advertisers a unique opportunity to connect with a large, mobile audience. With over 40 million active riders annually, including commuters, eventgoers, and travelers, Lyft provides access to a diverse range of consumers with known intentions.

“[This partnership] opens an extraordinary advertising avenue for agencies to engage a mobile, diverse audience,” said Greg Joseph, vice president of inventory development at StackAdapt. “Together, we’re transforming the local ad experience by connecting brands, agencies, merchants, and restaurants to consumers at meaningful points in their daily lives.”

StackAdapt clients gain access to Lyft's in-app ad formats, which leverage trip intent to allow marketers to deliver targeted messages with a consistent presence. Lyft Media's digital offerings, available nationally within the Lyft app, include formats like video and poster units, along with first-party targeting and measurement capabilities.

This partnership may signal increased programmatic activity within the retail media network space. By integrating Kevel's ad-serving technology, StackAdapt can ensure precise targeting for its clients, enabling brands to deliver tailored and data-driven ad experiences to Lyft's users.

Lyft's Continued Advertising Push

This latest initiative from Lyft builds on its ongoing efforts to attract advertisers. Last March, Lyft Media partnered with Oracle to refine its ad targeting and with Nielsen for measurement and audience verification. These deals coincided with Lyft's national rollout of in-app video ads. Around the same time, Lyft appointed Brian Irving as Chief Marketing Officer. Lyft initially introduced in-app advertising in August 2023 to support its media network, which launched a year earlier.

This collaboration between Lyft Media and StackAdapt follows StackAdapt's recent announcement of a $235 million funding round from investors including Teachers' Venture Growth and Intrepid Growth Partners.