New Delhi: Integral Ad Science, a global leader in media measurement and optimization, has announced a pioneering, first-to-market partnership with Lyft. This strategic alliance positions IAS as the exclusive third-party measurement provider for Lyft Media, enabling advertisers to assess the quality of their media investments through robust Viewability, Invalid Traffic (IVT), and Brand Safety metrics—now available for Lyft’s in-app ad inventory.
IAS was selected by Lyft Media as its first media quality measurement partner due to its cutting-edge AI capabilities and deep integration with media and marketing platforms. The partnership empowers advertisers to verify that their ads are served to real users, in brand-safe environments, and aligned with their campaign goals—all through Lyft Media’s highly engaged user base.
“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.”
Lyft Media is designed to engage riders during their journeys with targeted in-app ad solutions, leveraging unique insights into rider behavior and transportation intent. With IAS’s media quality tools, advertisers can now connect ad exposures to real-world outcomes—such as store visits and in-app purchases—while ensuring ad placements meet stringent standards for performance and safety.
IAS’s third-party measurement for Lyft Media includes:
- Greater Transparency: Advertisers can validate their content adjacency and ensure their ads are engaging real users, maximizing the efficiency of their campaign spend.
- Comprehensive Reporting: Through IAS Signal—IAS’s unified reporting platform—advertisers receive actionable insights on Viewability and IVT, empowering data-driven decision-making.
- Trusted Third-Party Measurement: Coverage extends across Lyft Media’s Mobile In-App Video and Poster Ads, verifying that campaigns reach real audiences in fraud-free environments.
Lyft In-App ads, launched in August 2023, provide advertisers with high-impact touchpoints, tapping into first-party data to create highly targeted campaigns. IAS’s measurement solutions are now available for all English-language in-app ad formats.
