Lyft's app will now feature ads when a user is booking a ride and during the trip.
Its main competitor, Uber, launched video ads on several of its apps back in June.
"Lifestyle" is based on locations users "like to visit such as sports games, restaurants, gyms, etc," a spokesperson for Lyft told Insider in an email.
All riders will see ads on the app, but they have the option to reject sharing "their behavioral and demographic data," the Lyft spokesperson said.
Greenberger told the Journal that Lyft also intends on incorporating video ads on its app before year's end.
Persons:
Uber, Lyft, Zach Greenberger, Greenberger, they're, Mark Grether
Organizations:
Lyft Media, Wall Street Journal