An agreement has been inked by Nielsen and Lyft (LYFT.O), to measure advertisements on the ride-hailing company’s mobile app.
The data analytics firm disclosed the partnership in a statement on Thursday.
Lyft was cofounded by John Zimmer, Logan Green, and Matt Van Horn in 2012 with headquarters in the San Francisco Bay Area.
The US-based company claims it designs, markets, and operates a mobile application that matches drivers with passengers who request rides.
Advertisers may better plan, execute, and evaluate their marketing campaigns by tracking the effectiveness of their ads.
In August of last year, Lyft declared that it would start showing advertisements on its app to generate a more reliable revenue stream.
Using its in-app video, the San Francisco, California-based company began promoting the “Wonka” movie in the last quarter of 2023 in collaboration with Warner Bros Discovery (WBD.O).
In addition to running ads on the app, Lyft makes use of its bike-share stations, in-car commercials, and taxi top advertising displays.
Prior clients of Lyft Media, the company’s advertising division, including DoorDash (DASH.O), Starbucks (SBUX.O), and Citigroup (C.N).
