Key Takeaways
- Lyft's new "home masthead" ad unit gives brands full ownership of the home screen riders see before booking.
- Early test partners Pluto TV and Google are using the masthead alongside sponsored vehicle designs and splash screens.
- Lyft Ads saw its business grow about 100% year over year in 2025.
Lyft is testing the ability to give brands full ownership of the Lyft home screen that people see before booking a ride.
The ride share company just started alpha testing an ad unit called the “home masthead,” the company told ADWEEK. This is alongside other home screen ad placements that are already available to brands, such as sponsored vehicle designs on its embedded map, as well as a splash screen that can show an animation over the map.
Lyft is partnering with Pluto TV as one of the initial sponsors for the home masthead as part of Pluto’s “Escape to Pluto TV” brand campaign, which promotes a redesign of Pluto TV’s user experience.
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