The partnership works alongside an arrangement with API-based media advertising serving technology business Kevel and allows StackAdapt clients access to Lyft’s premium US in-app advertisement inventory.

Lyft’s in-app advertising formats use trip intent to help brands to deliver targeted messages throughout riders’ journeys.

StackAdapt’s collaboration with Kevel adds to its programmatic capabilities and provides access to Lyft’s in-app advertising, with the partnership aiming to help brands to deliver tailored, data-driven advertising experiences to Lyft’s users.

Greg Joseph, vice-president of inventory development at StackAdapt, said: “Partnering with Lyft and Kevel opens an extraordinary advertising avenue for agencies to engage a mobile, diverse audience.

“Together, we’re transforming the local ad experience by connecting brands, agencies, merchants, and restaurants to consumers at meaningful points in their daily lives.”

Shane Dwyer, head of sales at Lyft Media, said: “Lyft’s partnership with StackAdapt provides a unique way for programmatic buyers to reach consumers at key moments through strategic placements in the rider journey, delivering value for both riders and advertisers.”

James Avery, chief executive officer at Kevel, added: “It’s been great to partner with StackAdapt who share a very similar approach to Kevel in our mission to revolutionise the advertising experience for today’s modern world.”