LYFT, THE OTHER ride-hailing service, announced a new feature for its app a few weeks ago: commercials. Riders would soon “see ads on their ETA screen, when they match with a driver, and during their trip,” the company said. Its “captive audience” checks their phones “nearly nine times on average” during a ride. Nine unmonetized glances: a grave error, now corrected.
Recasting the process of booking and riding in a car as an advertising opportunity wasn’t Lyft’s idea: Taxi TV beat it to the punch by at least 15 years. More recently, Uber launched its own in-app advertising feature, based on the fact that it commands “two minutes” of rider attention per ride—generating over $650 million in revenue in the second quarter of 2023 and edging the company into its first reported profit. The choice was clear to Lyft, which lost more than $100 million over that period and has never been shy about borrowing from its older competitor.
Your attention is being sold with consent you didn’t so much grant as exhaustedly relinquish.
Uber and Lyft were built to sell transportation to customers. Now, they sell advertisers access to their customers. It’s not a pivot, exactly—while Uber might not have reported a profit without its ad business, it represents a small fraction of the company’s $9.2 billion in reported revenue for the quarter—but it’s an increasingly common move across the stumbling tech industry. Remonetizing captive, paying users with ads can turn a high-revenue, low-margin business into a money-printing machine.
Diese Geschichte stammt aus der August 28 - September 10, 2023-Ausgabe von New York magazine.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent ? Anmelden
Diese Geschichte stammt aus der August 28 - September 10, 2023-Ausgabe von New York magazine.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent? Anmelden
Our Campus.Our Crisis.
Inside the encampments and crackdowns that shook American politics.
Middle Management
A 40-something woman undergoes asexual awakening in Miranda July’s thrilling new work.
Return to Guantánamo
Serial dusts off American terror's old machinery.
Chekhov, Misfiring
An Uncle Vanya that’s all talk.
The Art World's Pot Stirrer Returns
Maurizio Cattelan’s first solo gallery show in more than 20 years is a provocative commentary on America’s ills.
On Normani's Time
Five years into her solo career, the pop star's debut album is finally imminent. She's not sorry for the wait.
French Quarter Seafood in Fort Greene
Lots of oysters and fillets of fish inspired by Nobu at Strange Delight.
Where Does the Wine Bar End and the Restaurant Begin?
Pét-nats, pan roasts, and a lobster on the loose at Penny and Demo.
Trial-and-Error Arcadia
Kitty Hawks and Larry Lederman's Chappaqua gardens have been a three-decade-long journey.
The Trash and Treasures of Temu
How are these headphones 4.98? And everything else you've wondered about the chaotic new Everything Store.