This week, rideshare company Lyft added significant measurement and targeting abilities to its ad platform, Lyft Media. Partnerships with key adtech corporations allow Lyft Media advertisers to attach ad exposures in the course of the use of the corporate’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 will be shown within the Lyft app, on in-car tablets while the traveler rides within the Lyft automobile and through out-of-home promoting placed on bikes and bike docks in Lyft’s bikeshare network.
Measurement partnerships. Three latest 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 find out incrementality of foot traffic.
- NCS: The latest partnership with NCS enables consumer packaged goods (CPG) advertisers to grasp in-store and online sales lift by analyzing buy rates, penetration, and conversions by existing customers and latest 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 equivalent to in-app purchases, loyalty program registrations and website conversions.
Targeting partnership. Lyft Media also partnered with LiveRamp so as 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 very 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 higher measurement. We’re seeing those self 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, as an illustration), its ability to deliver ads while customers order rides and take part in the riding experience are similar.
Dig deeper: Retail media networks evolve with latest in-store measurement standards and omnichannel strategies
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