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Lyft tests full-screen “home masthead” ad takeover

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.

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 · Mitchell Parton · read the original.

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