Lyft will start serving ads to customers on its app for the first time this week. The company is also planning to roll out video ads on the app later this year in addition to exploring other ad products such as in-car screens. Targeted ads will be served to Lyft customers using data collected via payment methods, ride histories and lifestyle segments. The targeted ads may also raise privacy concerns, which would not be a good look for advertisers. Given the success Uber has experienced, it makes sense for Lyft to also trial in-app video ads.