Lyft begins serving in-app ads to riders as they wait for rides

Lyft has introduced new advertising products as part of an ongoing effort to develop a consistent revenue stream beyond its core ride-share service.

The company this week will begin serving display ads on its eponymous app to customers throughout all stages of their experience. Ads will appear while users wait for rides, when they match with drivers and during their trips. Lyft also plans to incorporate video ads into the app before the end of the year and to expand the reach of other ad products such as in-car screens, said Chief Business Officer Zach Greenberger.

The moves come as both Lyft and Uber Technologies, Lyft’s chief competitor in the ride-share business, claimed significant gains from their nascent advertising businesses. Uber said in June that it would begin selling in-app video ads.