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# Lyft tests full-screen “home masthead” ad takeover
- URL: https://www.medianexis.com/lyft-tests-full-screen-home-masthead-ad-takeover/
- Published: 2026-11-14T22:16:09.000Z
- Updated: 2026-11-14T22:16:09.000Z
- Description: Adweek’s Mitchell Parton reports that Lyft is alpha testing a “home masthead” ad unit giving brands full ownership of the home screen riders see before booking, with Pluto TV and Google among the first sponsors.
- Author: Medianexis Signals Desk
- Tags: Retail-media, Mitchell Parton, Adweek: Lyft tests new ad placement

**Why it matters.** Lyft gains a new high-visibility inventory slot to sell as its ad business seeks to build on roughly 100% year-over-year growth in 2025.

*Signal from* [*adweek.com*](https://adweek.com/?ref=medianexis.com) *·* [*Mitchell Parton*](https://www.medianexis.com/tag/by-mitchell-parton/) *·* [*read the original*](https://www.adweek.com/commerce/lyft-is-testing-a-prominent-new-ad-placement/?ref=medianexis.com)*.*