IAS Total TV Solutions Provides Marketers Transparency for Connected TV

Integral Ad Science (IAS) has recently introduced ‘IAS Total TV’, a complete set of solutions designed for Connected TV (CTV) to offer advertisers a level of transparency similar to traditional linear TV. IAS Total TV can give marketers a wealth of data at the genre, rating, language, show, and even program levels from major platforms like Disney, NBCUniversal, Paramount, and Prime Video, as well as various publishers on Publica. This integration of content insights, media quality, supply path, and outcomes is unified in the IAS Signal user interface (UI), allowing advertisers to control when and where their ads appear alongside CTV content to ensure they align with their brand values.

“As advertisers are increasingly investing in connected TV, the demand for greater visibility and insight into campaign performance has never been higher,” said Dana McGraw, SVP, Data and Measurement Science at Disney Advertising. “By working with IAS, we aim to provide advertisers with clear, actionable insights about their campaigns, enhancing confidence and accountability within the CTV ecosystem.”

According to Nielsen, as of Q4 2025, 74.2% of U.S. TV viewing is ad-supported, with streaming accounting for nearly half of that at 45.6%. Media buyers are following viewers into the CTV realm, investing heavily in this platform, yet facing challenges in accessing unified and reliable data about the content their ads are associated with on a large scale. As CTV advertising costs are high, it is crucial for marketers to ensure they are not wasting budget on non-transparent inventory, inappropriate content, or ads on non-CTV devices.

Srishti Gupta, Chief Product Officer at Integral Ad Science, emphasized the importance of transparency in converting CTV impressions into meaningful engagement. IAS works closely with top CTV streamers and broadcasters to provide greater visibility and accountability to the ecosystem, delivering the transparency, control, and validation advertisers need to ensure their ads run in high-quality, relevant, and brand-compatible environments that drive real outcomes.

With IAS Total TV, marketers can access real-time, aggregate content-level transparency measurements across various metrics to streamline their workflows, maximize the value of their digital video investments, verify outcomes against CTV attributes, and ensure their ads reach the right audiences in suitable environments. Additionally, by utilizing IAS’s core verification products, they can enhance device verification, combat invalid traffic, and ensure viewability while protecting publisher data in a privacy-safe manner.

Integral Ad Science (IAS) is a globally recognized media measurement and optimization platform dedicated to providing actionable data that ensures ads are viewed by real people in safe environments, thereby enhancing ad spend for advertisers and yield for publishers. Their mission is to set the standard for trust and transparency in digital media quality. To learn more, visit integralads.com.