IAS LAUNCHES FIRST-TO-MARKET PARTNERSHIP WITH LYFT MEDIA TO PROVIDE AI-DRIVEN THIRD-PARTY MEASUREMENT FOR ADVERTISERS

Rhea-AI Summary

Integral Ad Science (IAS) has announced a groundbreaking partnership with Lyft Media as their first media quality measurement partner. The collaboration enables advertisers to validate their Lyft Media ad investments using IAS's Viewability, Invalid Traffic (IVT), and Brand Safety Measurement tools. IAS will provide comprehensive reporting through its Signal platform, offering transparency and trusted third-party measurement for Lyft's Mobile In-App Video and Poster Ads. The partnership ensures advertisers can verify their content reaches real users in brand-safe environments. Lyft Media, which launched in-app ads in August 2023, leverages first-party data to target audiences based on trip intent and connects ad exposures to outcomes like store visits and in-app purchases.

Positive

• First-to-market partnership positions IAS as the exclusive media quality measurement partner for Lyft Media
• Partnership expands IAS's market reach into the growing rideshare advertising sector
• Integration with Lyft's first-party data enables better ad targeting and measurement capabilities
• Service provides comprehensive reporting through IAS Signal platform for enhanced transparency

Negative

• None.

Partnership delivers trusted, third-party Viewability, Invalid Traffic and Brand Safety Measurement for Lyft Media's In-App Inventory

NEW YORK, June 11, 2025 /PRNewswire/ -- Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced a first-to-market partnership with Lyft (Nasdaq: LYFT) enabling advertisers to validate the quality of their Lyft Media buys with IAS's Viewability, Invalid Traffic (IVT) and Brand Safety Measurement, available now. As the first media quality measurement partner for Lyft Media, IAS is trusted to ride along every impression. IAS sits at the intersection of AI, media, and marketing and was chosen by Lyft Media for its ability to see every ad interaction and the surrounding context for customers.

Lyft Media is designed to engage users throughout their transportation journeys with highly targeted ad solutions. With IAS's Media Quality measurement, advertisers can verify that their media buys reach real users in brand-safe environments across an addressable market of trips. Lyft Media advertisers connect ad exposures during the use of the company's services to outcomes like store visits and in-app purchases, and Lyft In-App ads help advertisers drive impactful campaigns by leveraging unique insights into rider transportation preferences.

"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."

IAS's Viewability, IVT and Brand Safety Measurement for Lyft Media provides advertisers with:

• Greater Transparency: Advertisers can validate their content adjacency with trusted third-party analysis, and validate that they are engaging with real users and maximizing campaign spend.
• Comprehensive Reporting: Advertisers can leverage IAS Signal, IAS's unified reporting platform, for industry leading Viewability and IVT insights that enable advertisers to stay informed and take action.
• Trusted Third-Party Measurement: IAS supports measurement across Lyft Media's Mobile In-App Video and Poster Ads enabling advertisers to validate the quality of their media buys by ensuring their ads are seen by real viewers in a fraud-free environment.

Lyft In-App ads launched in August 2023 enabling advertisers to pinpoint audiences and harness trip intent with deep first-party data to create impactful campaigns from awareness to purchase. IAS's Viewability, IVT and Brand Safety measurement is available now for English language mobile in-app ads.

About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.

About Lyft Media
Brands and agencies can partner with Lyft across a broad range of digital and out-of-home advertising solutions including in-app ads and on-street bikeshare stations. Lyft Media's digital offerings are available in the app nationally and include formats such as video and poster units, complemented by robust first and third-party targeting and measurement capabilities.

CONTACT: press@integralads.com

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SOURCE Integral Ad Science, Inc.

FAQ

What services will IAS provide to Lyft Media through this partnership?

IAS will provide Viewability, Invalid Traffic (IVT) and Brand Safety Measurement services for Lyft Media's mobile in-app video and poster ads, enabling advertisers to validate their media buys.

When did Lyft launch its in-app advertising platform?

Lyft launched its in-app advertising platform in August 2023.

How does Lyft Media's advertising platform track campaign effectiveness?

Lyft Media connects ad exposures to outcomes like store visits and in-app purchases, using first-party data to track user transportation preferences and behaviors.

What types of ads does IAS measure on Lyft's platform?

IAS measures English language mobile in-app ads, including Mobile In-App Video and Poster Ads on Lyft's platform.

How will advertisers access IAS measurement data for Lyft Media campaigns?

Advertisers can access measurement data through IAS Signal, IAS's unified reporting platform, which provides insights on Viewability and Invalid Traffic.