IAS LAUNCHES FIRST-TO-MARKET PARTNERSHIP WITH LYFT MEDIA TO PROVIDE AI-DRIVEN THIRD-PARTY MEASUREMENT FOR ADVERTISERS
- 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
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Insights
IAS's exclusive partnership with Lyft Media expands its measurement footprint in the growing transportation media space, strengthening competitive positioning.
This first-to-market partnership between IAS and Lyft Media represents a strategic expansion of IAS's measurement capabilities into the rapidly evolving transportation advertising sector. As the exclusive media quality measurement partner for Lyft Media, IAS gains privileged access to Lyft's growing advertising ecosystem launched in August 2023.
The partnership offers three key measurement services: Viewability (confirming ads are actually seen), Invalid Traffic detection (ensuring real humans see ads), and Brand Safety Measurement (verifying appropriate content adjacency). These capabilities directly address advertiser concerns about transparency and effectiveness in emerging ad platforms.
For IAS, this partnership creates a competitive advantage in the measurement space by establishing early positioning in transportation-based advertising - a sector with significant growth potential as ride-sharing companies increasingly monetize their captive audiences. Lyft Media's ability to connect ad exposures to real-world outcomes like store visits offers particularly valuable first-party data that IAS can now help advertisers validate.
The integration with IAS Signal (their unified reporting platform) also strengthens IAS's ecosystem lock-in, creating additional value for advertisers already using their platform across other channels. This partnership reinforces IAS's strategy of expanding measurement capabilities across diverse digital advertising environments, particularly those with unique first-party data assets.
Partnership delivers trusted, third-party Viewability, Invalid Traffic and Brand Safety Measurement for Lyft Media's In-App Inventory
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
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