Integral Ad Science (IAS) announced on June 11, 2025, a first-to-market partnership with Lyft Media. This collaboration enables advertisers to validate the quality of their Lyft Media buys with IAS's Viewability, Invalid Traffic (IVT), and Brand Safety Measurement for in-app inventory.
As the first media quality measurement partner for Lyft Media, IAS was chosen for its ability to analyze every ad interaction and its surrounding context. Lyft Media aims to engage users throughout their transportation journeys with targeted ad solutions, and IAS's measurement ensures ads reach real users in brand-safe environments.
IAS's Viewability, IVT, and Brand Safety Measurement for Lyft Media provides advertisers with trusted third-party verification, granular insights into media quality, and actionable data to optimize campaigns. This partnership enhances transparency and helps advertisers improve return on ad spend on Lyft's platform, which launched in-app ads in August 2023.
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