Mumbai: Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a comprehensive suite of Connected TV (CTV) solutions aimed at delivering “linear-like” transparency to streaming environments. The offering is designed to provide advertisers with deeper visibility into where their ads appear, enabling more effective targeting and improved campaign outcomes.
IAS Total TV aggregates content-level insights—including genre, rating, language, show, and program data—from major streaming platforms such as Disney, NBCUniversal, Paramount, and Prime Video, along with multiple opted-in publishers using Publica. The solution integrates content insights, media quality, supply path data, and performance outcomes into a unified interface via the IAS Signal platform.
“As advertisers continue to double down on connected TV, the need for greater visibility and performance insight has never been more important,” said Dana McGraw, SVP, Data and Measurement Science, Disney Advertising. “By collaborating with IAS, we’re helping provide advertisers with clearer, more actionable insights about their campaigns and where they’re deriving the most value, bringing greater confidence and accountability clarity to the CTV ecosystem.”
According to Nielsen, as of Q4 2025, 74.2% of all U.S. TV viewing is ad-supported, with streaming formats—including FAST, AVOD, and SVOD—accounting for 45.6%, the largest share among all media. Despite increased ad spending in CTV, marketers often face challenges in accessing unified and reliable data on ad placements and performance, making transparency a critical need in the ecosystem.
“Transparency is the key to turning CTV impressions into targeted engagement,” said Srishti Gupta, Chief Product Officer at Integral Ad Science. “With deep, trusted relationships across leading CTV streamers and broadcasters, IAS is bringing greater visibility and accountability to the ecosystem. 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.”
With IAS Total TV, marketers can access real-time, publisher-enabled transparency across content parameters such as shows, genres, ratings, languages, apps, and platforms. The suite also enables streamlined workflows through cross-channel suitability controls, third-party verification for improved spend efficiency, and measurement of outcomes including quality reach and incremental conversions.
Additionally, IAS’s broader verification capabilities—such as device verification, enhanced invalid traffic (IVT) detection, and viewability measurement—help ensure ads reach the right audiences in safe and premium environments. The company also maintains privacy compliance, including adherence to VPPA standards, while supporting sustainable growth across the CTV ecosystem.
