Lyft begins serving in-app ads to riders as they wait for rides, when they match with a driver, and during their trips, and plans to add video ads by year-end (Patrick Coffee/Wall Street Journal)

Patrick Coffee / Wall Street Journal:
Lyft begins serving in-app ads to riders as they wait for rides, when they match with a driver, and during their trips, and plans to add video ads by year-end  —  The ride-sharing company and its larger rival, Uber, are racing to build significant ad operations