Dive Brief:
- Integral Ad Science today, April 27, announced a new suite of connected TV solutions called IAS Total TV, according to details shared with Marketing Dive.
- IAS Total TV offers advertisers show, genre, rating, language and program-level data across streaming platforms including Amazon Prime Video, Disney, NBCUniversal and Paramount, along with publishers using the Publica ad server.
- The product suite integrates content insights, media quality, supply path and outcomes into a unified view within IAS’ Signal reporting platform. The new offering is meant to bring advertisers greater transparency and validation amid CTV’s rise.
Dive Insight:
Although CTV continues to gain traction, its fragmented, walled-garden ecosystem has made it difficult for advertisers to measure the success of their campaigns across platforms. IAS is attempting to offer greater transparency with Total TV, its suite of solutions that the company says will provide marketers with “linear-like” transparency for CTV.
“Transparency is the key to turning CTV impressions into targeted engagement,” said IAS Chief Product Officer Srishti Gupta in release details. “IAS Total TV serves as a visibility engine between buyers and sellers, delivering the transparency, control, and validation advertisers need to ensure their campaigns run in high-quality, relevant, and brand-suitable environments that drive real outcomes.”
Marketers using Total TV can gain real-time, content-level measurement in aggregate across show, program, genre, rating, language, app and platform across streamers including Disney, Prime Video, NBCU and Paramount. They can also use context control targeting to optimize spend before bidding occurs, and measure outcomes against CTV, including quality reach and incremental conversions.
Additionally, advertisers can access cross-channel suitability controls and leverage IAS’s core verification products, which provide device verification, and enhanced invalid traffic detection, to help ensure ads reach the right audiences.
The offering from IAS comes as nearly 70% of CTV advertisers plan to increase their spending this year, according to findings from Advertiser Perceptions and Premion. As of Q4 2025, 74.2% of all U.S. TV viewing is ad-supported, per Nielsen data shared in release details. Streaming, including free ad-supported TV, ad-supported video-on-demand and ad-supported subscription VOD, accounts for nearly half of ad-supported viewing at 45.6%, the largest share of any medium, per Nielsen.
Others have similarly attempted to cement themselves in the CTV landscape. Last week, Viant, a demand-side platform operator with a focus on CTV, entered into an agreement to acquire TVision Insights to integrate the attention measurement firm’s proprietary attention signals into its programmatic ad-buying platform. In March, giants including Samsung, Comcast and Tubi debuted innovations around measurement and artificial intelligence at the IAB NewFronts.
