(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 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, DoorDash and Citigroup.