March 21 (Reuters) - Nielsen and Lyft ( LYFT ) have

signed an agreement to measure advertisements on the

ride-hailing company's mobile app, the data analytics firm said

on Thursday.

Measuring ad performance helps advertisers inform and

improve marketing campaigns and quantify their impact.

Lyft ( LYFT ) announced in August last year that it will display ads

on its app , looking to create a more stable source of revenue.

The San Francisco, California-based company launched video

ads in the last quarter of 2023, partnering with Warner Bros

Discovery ( WBD ) to promote 'Wonka' movie using its in-app

video.

Apart from serving ads on the app, Lyft ( LYFT ) also leverages taxi

top advertising displays, in-car advertisements, and its

bikeshare stations.

Lyft's ( LYFT ) advertising arm, Lyft Media, has previously worked

with clients such as Starbucks ( SBUX ), DoorDash ( DASH ) and

Citigroup ( C/PN ).