Lyft opens programmatic access via Microsoft Monetize platform

Lyft announced on October 6, 2025, the expansion of its advertising platform through programmatic access via Microsoft Monetize, marking a shift in how advertisers can purchase inventory within the rideshare application. According to the announcement, the integration enables advertisers to reach Lyft riders with native display advertisements shown in-app after ride requests through all leading programmatic buying platforms.

The rideshare company disclosed that video ad formats on the open exchange will launch at a later date. This programmatic expansion positions Lyft alongside competitors like Uber, which opened Journey Ads to programmatic buying through partnerships with Google's Display & Video 360, The Trade Desk, and Yahoo DSP in June 2024.

Microsoft Monetize, formerly known as Xandr Monetize and originally built as AppNexus SSP, provides access to open internet ad inventory across more than 100 countries. The supply-side platform processes all inventory and transaction types with demand channels, allowing publishers to manage programmatic monetization while Microsoft handles technical infrastructure for ad delivery and optimization through real-time bidding processes.

According to Lyft's announcement, the programmatic rollout includes access to the company's rideshare inventory through open auction. Advertisers can utilize their preferred demand-side platforms to purchase ad space, streamlining the buying process for agencies and advertisers already familiar with using DSPs for media buys across various platforms.

The company simultaneously introduced Audience Extension, a solution powered by Microsoft Curate that enables brands to re-engage riders across connected TV, online video, and editorial platforms. According to the announcement, advertisers can serve relevant messaging to audiences beyond the ride through video, audio, and editorial channels.

Lyft builds audience segments based on rider patterns derived from select destination and lifestyle categories and spending trends. The segments are refined through 180-day, 90-day, and 30-day lookback periods. According to the company, this data capability allows brands to align with specific audiences for effective engagement and measurable outcomes.

The platform launched six standard audiences available programmatically through demand-side platforms on October 6, 2025. These include Lyft riders who have taken a ride in the last 180 days, riders age 21 and older who have taken a ride in the last 180 days, The Travelers who have taken rides to airports in the last 180 days, The Foodies who have taken rides to restaurants or fast-casual or quick-serve dining outlets in the last 180 days, The Shoppers who have taken rides to retail outlets including grocery, drug, mall, and supercenter locations in the last 180 days, and The Sports and Entertainment Seekers who have taken rides to concerts, movies, or stadium events in the last 180 days.

According to the announcement, custom audiences and lookbacks of 365, 90, or 30 days are currently in beta testing. Custom audiences can include riders who have searched for certain terms within the Lyft application or have taken rides to specific destinations.

Lyft's announcement highlighted that Audience Extension enables the company's data capabilities beyond the app. Brands can enhance engagement by utilizing Lyft's ability to build audience segments based on rider patterns. According to the company, reaching audiences across video and editorial platforms means rideshare campaigns become the foundation for broader marketing initiatives, maximizing return on investment and creating brand relationships that extend beyond a single trip.

The company also announced new Map Products currently in alpha testing, giving select partners early access to new advertising formats. Sponsored Map Pins allow advertisers to customize location markers with branded imagery, transforming destinations into discovery moments. According to the announcement, branded location markers appear on the Lyft map when riders are dropped off within a designated mile radius of sponsored stores, helping to increase awareness of nearby locations and supporting business initiatives.

Map Splash takes the concept further with full image overlays on the map interface, creating an immersive branded experience that captures attention during pre-ride moments when riders are most engaged with the app. According to Lyft, this bespoke customization allows brands to align their messaging with key brand moments.

Lyft's advertising environment presents opportunities for brands seeking high-engagement placements. According to materials from the LinkedIn profile of Lyft Ads, riders check their application six times per ride on average, creating multiple touchpoints for advertising exposure throughout the transportation experience.

According to the LinkedIn profile, Lyft Ads reaches over 44 million active riders annually. A Nielsen study confirms Lyft Ad's ability to precisely reach target audiences with an 87.6 percent on-target percentage, significantly surpassing industry benchmarks. This performance metric exceeds the 76.78 percent on-target rate Lyft Media achieved in previous Nielsen data.

The company emphasized that its advertising business utilizes city infrastructure and real estate through the Lyft Urban Solutions brand, extending additional advertising surfaces for advertisers beyond the vehicle network in key markets like San Francisco, New York, and Chicago through charging stations and bicycle or scooter docks.

According to the announcement, Lyft Ads combines the captive attention of rideshare with data-driven insights and innovative ad formats to deliver results. The company founded its advertising business in 2019 and is based in San Francisco with a team of between 5,001 and 10,000 employees according to its LinkedIn profile.

The programmatic advertising sector has experienced significant growth, with 72 percent of marketers planning to increase their programmatic advertising investment in 2025 according to Comscore data released in January 2025. Connected TV's share of media budgets is projected to double from 14 percent in 2023 to 28 percent in 2025.

Lyft's programmatic expansion occurs as competition intensifies in mobility advertising. Uber expanded its Journey Ads programmatic buying capabilities across 10 European markets in June 2025, covering the United Kingdom, Spain, France, Germany, Netherlands, Ireland, Sweden, Poland, Switzerland, and Portugal. Uber's Journey Ads has delivered average click-through rates exceeding 3 percent and average global view times surpassing 100 seconds since launching in late 2022.

Microsoft Monetize recently joined Amazon's Certified Supply Exchange program in October 2025, providing Amazon DSP advertisers with access to inventory through preferred supply paths. The integration includes Amazon Shopper Insights packages that combine Amazon's shopping data with Microsoft Monetize inventory.

For the marketing community, Lyft's programmatic expansion represents another step in the maturation of mobility advertising as a distinct channel. The introduction of programmatic buying reduces friction for media buyers already utilizing major demand-side platforms for inventory acquisition across multiple channels. The programmatic availability and Audience Extension capabilities potentially strengthen Lyft's competitive positioning in an advertising sector where Uber has been actively expanding its offerings.

The timing aligns with broader industry trends toward privacy-centric programmatic solutions. Identity coverage has dropped below 50 percent for mobile advertising in 2025, driving marketers toward privacy-compliant targeting methods and first-party data utilization. Lyft's first-party data from rider patterns provides targeting capabilities that address these privacy considerations.

The integration with Microsoft Monetize provides technical advantages for programmatic transactions. Microsoft acquired Xandr from AT&T in June 2022, completing a deal first announced in December 2021. AT&T had purchased AppNexus in 2018 for $1.6 billion. Microsoft announced in May 2025 it would discontinue Microsoft Invest, citing a strategic shift toward conversational, personalized, and agentic advertising experiences, though Microsoft Monetize continues operations.

Lyft, the second-largest ridesharing company in the United States after Uber, coordinates 9 million rides per day according to Wikipedia. The company was founded on June 9, 2012, as Zimride by Logan Green and John Zimmer. In May 2013, the company changed its name from Zimride to Lyft. The company became a public entity via an initial public offering in March 2019, raising $2.34 billion at a valuation of $24.3 billion.

For the second quarter of 2024, Lyft posted its first GAAP profit in the company's history. In July 2025, Lyft acquired Free Now for €175 million, expanding in Europe. In September 2025, Lyft partnered with Waymo to launch Waymo's autonomous ride-hailing service to Nashville in 2026.

The advertising platform expansion comes as digital advertising infrastructure undergoes fundamental changes. Major platforms including Google Ad Manager and Microsoft Advertising have integrated curation frameworks throughout 2024 and 2025 following the IAB Tech Lab's December 16, 2024 announcement of formal curation standards.

Lyft's Audience Extension solution addresses challenges identified by industry analysts examining programmatic infrastructure. Traditional approaches require months of custom integration work, maintain fragmented reporting systems, and impose vendor lock-in through proprietary interfaces. The standardized programmatic access through Microsoft Monetize reduces these friction points.

The company's emphasis on reaching riders throughout their journey aligns with industry research demonstrating that captive audiences in transportation environments create unique opportunities for content delivery distinct from home-based streaming or mobile browsing contexts. The combination of programmatic access and extended audience targeting positions Lyft to compete more effectively for advertising budgets across multiple channels.

Timeline

• June 9, 2012: Lyft founded as Zimride by Logan Green and John Zimmer
• May 2013: Company changes name from Zimride to Lyft
• March 2019: Lyft becomes public company via initial public offering, raising $2.34 billion
• 2019: Lyft Ads founded
• June 2022: Microsoft acquires Xandr (including Microsoft Monetize) from AT&T
• June 2024: Uber opens Journey Ads to programmatic buying through major DSP partnerships
• December 16, 2024: IAB Tech Lab announces formal curation standards
• January 21, 2025: Comscore releases data showing 72% of marketers plan to increase programmatic investment
• February 27, 2025: Microsoft Advertising Partner Program expands to include curators
• May 14, 2025: Microsoft announces discontinuation of Microsoft Invest
• June 11, 2025: DoubleVerify announces partnership with Lyft for advertising authentication services 
• June 17, 2025: Uber expands Journey Ads programmatic access across 10 European markets
• July 2025: Lyft acquires Free Now for €175 million
• September 2025: Lyft partners with Waymo for autonomous service launch in Nashville
• September 30, 2025: Uber Advertising launches JourneyTV Presents
• October 6, 2025: Lyft announces programmatic access via Microsoft Monetize and Audience Extension
• October 2025: Microsoft Monetize joins Amazon's Certified Supply Exchange program

Summary

Who: Lyft, the second-largest ridesharing company in the United States with 25 million active riders, announced the expansion through partnerships with Microsoft Monetize and Microsoft Curate. The announcement targets advertisers, agencies, and brands seeking programmatic access to rideshare inventory.

What: Lyft launched two major advertising capabilities: programmatic buying access through Microsoft Monetize's open auction for native display ads shown in-app after ride requests, and Audience Extension powered by Microsoft Curate enabling brands to re-engage riders across connected TV, online video, and editorial platforms. The company also introduced new Map Products in alpha testing, including Sponsored Map Pins and Map Splash.

When: The announcement occurred on October 6, 2025, with programmatic access and six standard audience segments available immediately. Video ad formats on the open exchange will launch at a later unspecified date. Custom audiences and extended lookback periods remain in beta testing. New Map Products are currently in alpha with select partners.

Where: The programmatic access operates through Microsoft Monetize across all leading programmatic buying platforms. Audience Extension reaches across connected TV, online video, and editorial platforms beyond the Lyft app. Lyft operates in the United States and Canada, with a European presence following the July 2025 acquisition of Free Now. The company is headquartered in San Francisco.

Why: The expansion addresses growing demand for efficient programmatic buying options in mobility advertising while enabling Lyft to compete with Uber's established programmatic capabilities. The programmatic access reduces friction for media buyers already using demand-side platforms for inventory acquisition. Audience Extension leverages Lyft's first-party rider data to enable brands to extend campaigns beyond the app, maximizing return on investment through cross-channel engagement. The timing aligns with industry trends showing 72 percent of marketers planning to increase programmatic investment in 2025.