Integral Ad Science (IAS), a global leader in media measurement and optimization, has announced a strategic first-to-market partnership with Lyft Media. Through this collaboration, IAS will provide advertisers with critical transparency into their Lyft Media ad placements via its trusted Viewability, Invalid Traffic (IVT), and Brand Safety Measurement tools. As the first media quality measurement provider for Lyft, IAS reinforces its position at the forefront of AI-powered, brand-safe advertising solutions.
1. Strategic Partnership Between IAS and Lyft Media
- IAS is now the exclusive third-party media quality measurement partner for Lyft Media.
- The partnership supports in-app video and poster ads across Lyft’s platform.
- Reflects IAS’s continued leadership at the intersection of AI, media, and marketing.
2. Benefits for Advertisers Using Lyft Media
- Viewability Insights: Advertisers can ensure their ads are actually being seen by users.
- Invalid Traffic (IVT) Detection: Campaigns are protected from fraudulent impressions and bot traffic.
- Brand Safety Measurement: Ensures ads are displayed in suitable, brand-safe environments.
3. Enhanced Transparency and Trust
- Advertisers can now validate that their ads are reaching real, engaged users.
- IAS provides content adjacency analysis and verification across all Lyft Media inventory.
- This third-party validation builds confidence in media investments.
4. Reporting and Analytics via IAS Signal
- Access to unified reporting through the IAS Signal platform.
- Enables real-time monitoring and adjustments based on Viewability and IVT metrics.
- Empowers data-driven decisions for campaign optimization and performance tracking.
5. Lyft Media’s Growing Ad Ecosystem
- Lyft In-App ads have been available since August 2023.
- Allows advertisers to tap into rich, first-party data and user journey intent.
- Campaigns can be aligned from awareness to conversion using transportation-based insights.
6. Current Availability
- IAS measurement is now live for English-language mobile in-app ad formats on Lyft Media.
- Supports a growing demand for brand-safe and performance-verified advertising on ride-share platforms.
The partnership between Integral Ad Science and Lyft Media signals a new era of transparency and efficiency in the ad tech landscape. By enabling real-time, third-party media quality verification for in-app Lyft ads, IAS is helping advertisers improve return on ad spend, protect brand reputation, and tap into a highly engaged, on-the-move audience. This collaboration demonstrates how innovation in ad measurement can elevate the entire digital advertising ecosystem.
