{"id":347066,"date":"2026-04-27T12:30:00","date_gmt":"2026-04-27T12:30:00","guid":{"rendered":"https:\/\/integralads.com\/news\/ias-launches-ias-total-tv-solutions-giving-marketers-linear-like-transparency-for-connected-tv\/"},"modified":"2026-04-27T12:30:00","modified_gmt":"2026-04-27T12:30:00","slug":"ias-launches-ias-total-tv-solutions-giving-marketers-linear-like-transparency-for-connected-tv","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/apac\/news\/ias-launches-ias-total-tv-solutions-giving-marketers-linear-like-transparency-for-connected-tv\/","title":{"rendered":"IAS Launches IAS Total TV Solutions Giving Marketers \u2018Linear-like\u2019 Transparency for Connected TV\u00a0"},"content":{"rendered":"\n

\u2018IAS Total TV\u2019 unlocks show, genre and rating tra<\/em>nsparency measurement across Disney, NBCUniversal, Paramount and Prime Video, plus multiple opted-in publishers using Publica enabling advertisers to enhance brand suitability while increasing campaign outcomes<\/em><\/p>\n\n\n\n

NEW YORK \u2014 April 27, 2026 \u2014<\/strong> Integral Ad Science (IAS) today announced \u2018IAS Total TV\u2019, a new comprehensive suite of Connected TV (CTV) solutions designed specifically to bring \u2018linear-like\u2019 transparency to streaming TV. IAS Total TV can provide marketers with genre, rating, language, show and program-level data in aggregate from Disney, NBCUniversal, Paramount and Prime Video, in addition to multiple opted-in publishers using Publica. IAS Total TV integrates content insights, media quality, supply path and outcomes into a unified view within the IAS Signal user interface (UI). Advertisers can determine when and how they want their advertising to run alongside CTV content, ensuring brand relevant and brand suitable environments. <\/p>\n\n\n\n

\u201cAs advertisers continue to double down on connected TV, the need for greater visibility and performance insight has never been more important,\u201d said Dana McGraw, SVP, Data and Measurement Science, Disney Advertising. \u201cBy collaborating with IAS, we\u2019re helping provide advertisers with clearer, more actionable insights about their campaigns and where they\u2019re deriving the most value, bringing greater confidence and accountability clarity to the CTV ecosystem.\u201d<\/p>\n\n\n\n

According to Nielsen, as of Q4 2025, 74.2% of all U.S. TV viewing is ad-supported. Of that, streaming (includes free ad-supported TV (FAST), ad-supported video-on-demand (AVOD) and ad-supported subscription video-on-demand (SVOD) accounts for nearly half (45.6%) \u2014 the largest share of any medium, ahead of traditional TV. Media buyers have followed viewers and are pouring premium dollars into the CTV ecosystem, yet are unable to access a unified and reliable source of truth for what shows and programs their ads are running against at scale. Furthermore, stitching together siloed data to prove this premium spend remains a complex, overwhelming challenge for marketers. Given the high CPMs of this premium media channel alongside precious advertising budgets, it is imperative that marketers not waste spend on non-transparent inventory, unsuitable content, or ads running on non-CTV devices. <\/p>\n\n\n\n

\u201cTransparency is the key to turning CTV impressions into targeted engagement,\u201d said Srishti Gupta, Chief Product Officer at Integral Ad Science. \u201cWith 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.\u201d<\/p>\n\n\n\n

With IAS Total TV marketers will:<\/p>\n\n\n\n