How Lyft drives its ad business

Why should advertisers consider travel media networks? This edition is made possible by Quad. OCTOBER 28, 2024 Help us make our newsletters even better. [Take our readership survey and enter to win a $100 gift card.]( Was this email forwarded to you? Sign up [here](. [Lyft Media exec on how partnerships help it scale, enhance measurement]( To stand out in a crowded commerce market, Lyft Media is thinking about partnerships and measurement differently. While its current partnerships help Lyft Media navigate “traditional ecosystem of measurement,” the network is also thinking about what the next phase of measurement will be, said Shane Dwyer, head of sales at Lyft Media and Lyft Business. - “Is there a different form of measurement we should think about? One that doesn’t exist today? For example, a lot of Lyft rides are going to retailers and restaurants. Maybe we should measure incremental drop-off volume?” - This could help Lyft Media differentiate itself among the vast landscape of media networks that have emerged. - “We need to figure out what our unique value proposition is, how we develop our flywheel.” Currently, Lyft Media only offers ads across its own channels. But the network plans to expand into off-site formats like [connected TV]( (CTV) or [social media]( which will require additional ad tech and measurement partners. - When evaluating partners, Dwyer seeks creativity, flexibility, and experience. - “We’re looking for someone with a strong point of view, someone who’s done it before,” he said. “We want someone to be creative and come up with unique ideas for us because we’re not a typical [retail media network](. And they need to be flexible, because we require excellence, and this is a very fast-paced environment.” Story continues below. Lyft Media’s current [tech stack]( puts a strong emphasis on [measurement](. - Lyft Media works with a variety of in-store and digital measurement partners, including Nielsen and Kantar, and most recently adding Kochava, Foursquare, and NCS to the mix. - “We have made a major push to onboard and integrate with the partners that we need to build the business, that allow marketers to measure whatever outcomes they need to, whether that’s brand awareness or sales lift,” said Dwyer. Partnerships have been essential to Lyft Media’s growth over the past couple of years. The network launched in 2022, offering ad inventory across Lyft-owned bike stations, digital car toppers, and in-car tablets. - “It all started with out-of-home, thinking about running [advertising]( around the bike docking stations and station ad panels,” said Dwyer. “Then we added the car toppers and in-car tablets. Those were the foundation for us to get comfortable with advertising.” - But as Lyft Media grew out its third-party partnerships, it enabled the network to continue to expand into other formats, including in-app ads in display and video formats. [Read online]( [The new ad network frontier: How data-rich industries are shaping the future of digital advertising | Sponsored Content]( Airlines and other data-rich industries are using their wealth of insights to build personalized ad networks, creating new revenue streams and redefining digital advertising. These networks deliver precisely targeted offers—like exclusive upgrades or local experiences—enhancing consumer journeys in real-time. This article was contributed by AppsFlyer. [The new ad network frontier: How data-rich industries are shaping the future of digital advertising | Sponsored Content]( [Keep reading]( [Why should advertisers consider travel media networks?]( [Why should advertisers consider travel media networks?]( With plenty of spending options, advertisers weighing whether to invest in TMNs will consider where travel companies can overperform compared to other channels. First-party data, captive audiences, and a diverse array of ad inventory are some components of the travel media value proposition. Thanks to well-developed loyalty programs and a high rate of authenticated users, travel companies have access to rich first-party data. In addition to purchase history data, travel companies have signal data about shoppers that has the potential to be highly valuable to advertisers. With the right targeting, advertisers can work with TMNs to reach desirable audiences with campaign content based on where they will be, when they are going, how many people they generally travel with, and the type of trip they are taking. [Read online]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](