Nielsen Jumps In with Lyft

Nielsen has announced an agreement with ridesharing network Lyft, to measure the audience for the latter's in-app advertisements delivered through Lyft Media.

Lyft brings together rideshare, bikes and scooters in one app. The deal will see the company using three services to measure audience along with brand and sales lift performance for its advertisers' campaigns: Nielsen ONE Ads, Brand Impact and Buyer Lift.

'As we navigate the advertising landscape' says Lyft Media Head of Sales Shane Dwyer, 'it is important to us that our advertisers understand the impact their in-app ads have on their overall campaigns. Combining Nielsen ONE Ads, Brand Impact, and Buyer Lift solutions offers our advertisers valuable insight into their campaigns' performance, helping them exceed their campaign objectives'.

Ameneh Atai (pictured), Nielsen GM Audience Measurement comments: 'Leveraging Nielsen One Ads in conjunction with Nielsen Brand Impact solutions unlocks comprehensive insights for advertisers previously not available in the marketplace. Lyft Media advertisers will see in real time how reach and frequency metrics can influence brand KPIs, powering actionable insights to guide more informed campaign strategy going forward'.

Web sites: www.nielsen.com and www.lyft.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.