Group 1 - Integral Ad Science (IAS) has formed a first-to-market partnership with Lyft Media to provide advertisers with third-party measurement for Viewability, Invalid Traffic (IVT), and Brand Safety [1][2] - Lyft Media aims to engage users with targeted ad solutions throughout their transportation journeys, allowing advertisers to connect ad exposures to outcomes like store visits and in-app purchases [3][5] - The partnership enhances transparency for advertisers, enabling them to validate their media buys and ensure ads are seen by real users in brand-safe environments [4][8] Group 2 - IAS's measurement capabilities are now available for Lyft's In-App ads, which launched in August 2023, allowing advertisers to leverage deep first-party data for impactful campaigns [5][6] - Advertisers can utilize IAS Signal, a unified reporting platform, to access industry-leading insights on Viewability and IVT, facilitating informed decision-making [8] - The partnership supports measurement across various ad formats, including Mobile In-App Video and Poster Ads, ensuring ads are viewed in a fraud-free environment [8]