IAS Launches Industry-First Partnership with Lyft Media to Deliver AI-Powered Third-Party Measurement for Advertisers

Integral Ad Science, a global leader in media measurement and optimization, has announced a pioneering partnership with Lyft, becoming the first third-party media quality measurement provider for Lyft Media. This collaboration gives advertisers the ability to validate the performance of their Lyft Media campaigns through IAS’s advanced Viewability, Invalid Traffic (IVT), and Brand Safety Measurement.

As the first company entrusted to independently measure Lyft Media’s advertising inventory, IAS brings its expertise at the intersection of AI, media, and marketing to ensure transparency and accountability at every impression. Lyft Media selected IAS for its robust technology that evaluates both ad engagement and contextual relevance across every user interaction.

Lyft Media offers brands the opportunity to reach consumers throughout their transportation journey with targeted, data-driven ad placements. By integrating IAS’s media quality solutions, advertisers gain confidence that their campaigns are reaching real users in secure, brand-safe environments—while also leveraging Lyft’s unique, first-party mobility data to drive meaningful outcomes like in-app purchases and store visits.

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“We are delighted to partner with Lyft as their first media quality measurement platform, providing advertisers with greater transparency into their media buys through trusted and transparent metrics,” said Lisa Utzschneider, CEO of Integral Ad Science. “Lyft Media continues to enhance its ad platform, and IAS’s meaningful insights on media quality will enable advertisers to protect their brand and improve return on ad spend.”

The IAS and Lyft Media integration provides advertisers with several key advantages:

• Increased Transparency: Brands can validate their media placements with trusted third-party analysis, ensuring ads appear in appropriate contexts and are delivered to real users.
• Comprehensive Reporting: Using IAS Signal, IAS’s unified reporting platform, advertisers gain access to industry-leading insights into Viewability and IVT, empowering them to optimize performance and protect investment.
• Reliable Third-Party Validation: IAS supports measurement across Lyft Media’s Mobile In-App Video and Poster Ads, allowing advertisers to verify that their ads are viewed by authentic audiences in a fraud-free environment.

Launched in August 2023, Lyft In-App ads allow advertisers to harness trip intent and target audiences with precision by tapping into Lyft’s proprietary behavioral data. With the addition of IAS’s third-party measurement capabilities, advertisers can now build high-impact campaigns that span the full customer journey—from initial awareness to conversion.