Illustration: Lazaro Gamio/AxiosLyft is ramping up its ad business with new formats, the ride-hailing company exclusively tells Axios.Why it matters: Beyond traditional publishers, more companies with consumer attention and first-party data have looked to advertising to diversify and grow revenue.Driving the news: Lyft's updated ad portfolio includes three formats.Sponsored Map Vehicles, now available to all brands, offers a full-day takeover of the Lyft map including custom vehicle icons and op...