{"id":346870,"date":"2026-05-05T13:22:46","date_gmt":"2026-05-05T13:22:46","guid":{"rendered":"https:\/\/integralads.com\/?p=346870"},"modified":"2026-05-05T13:35:53","modified_gmt":"2026-05-05T13:35:53","slug":"ias-lanza-ias-total-tv-la-solucion-de-medicion-que-ofrece-transparencia-de-television-lineal-para-ctv","status":"publish","type":"post","link":"https:\/\/integralads.com\/es\/insider\/ias-lanza-ias-total-tv-la-solucion-de-medicion-que-ofrece-transparencia-de-television-lineal-para-ctv\/","title":{"rendered":"IAS lanza IAS TOTAL TV, la soluci\u00f3n de medici\u00f3n que ofrece transparencia de televisi\u00f3n lineal para CTV"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"346870\" class=\"elementor elementor-346870\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-21bee25 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"5555\" data-id=\"21bee25\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4978711\" data-eae-slider=\"15174\" data-id=\"4978711\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6a723b3 elementor-widget elementor-widget-text-editor\" data-id=\"6a723b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Cuando los profesionales del marketing compran un espacio en horario de m\u00e1xima audiencia en la televisi\u00f3n lineal, saben exactamente lo que obtienen: el programa, la hora y el entorno. A medida que la industria se desplaza hacia la televisi\u00f3n conectada (CTV), que ahora representa casi la mitad de toda la visualizaci\u00f3n de televisi\u00f3n en EE. UU., esa certeza fundamental a menudo se ha desvanecido.<\/span><\/p><p><span style=\"font-weight: 400;\">En su lugar, los compradores de medios han tenido que navegar por un panorama fragmentado, comprando inventario sin una visibilidad granular de d\u00f3nde terminan realmente sus anuncios. La falta de transparencia no es solo un matiz en los informes; es un golpe directo al ROI.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-f734da1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"62974\" data-id=\"f734da1\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-45a8ff9\" data-eae-slider=\"11834\" data-id=\"45a8ff9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-84fe835 elementor-widget elementor-widget-heading\" data-id=\"84fe835\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00bfC\u00f3mo se resuelve la falta de transparencia en CTV con IAS Total TV?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-c2863fe elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"17704\" data-id=\"c2863fe\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cfcc3cf\" data-eae-slider=\"90465\" data-id=\"cfcc3cf\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d2dc0bb elementor-widget elementor-widget-text-editor\" data-id=\"d2dc0bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">IAS cierra la brecha de la transparencia con<\/span><b> IAS Total TV<\/b><span style=\"font-weight: 400;\">. Esta suite integral de soluciones ha sido dise\u00f1ada espec\u00edficamente para llevar la claridad y la capacidad de medici\u00f3n de la televisi\u00f3n lineal al mundo del streaming.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Gracias a una estrecha colaboraci\u00f3n con la industria, los anunciantes ahora pueden acceder a datos transparentes de programas, g\u00e9neros y calificaci\u00f3n del contenido en las plataformas m\u00e1s potentes del mercado, como <\/span><b>Disney, NBCUniversal, Paramount<\/b><span style=\"font-weight: 400;\"> y<\/span><b> Prime Video<\/b><span style=\"font-weight: 400;\">, adem\u00e1s de los m\u00faltiples publishers que utilizan <\/span><b>Publica<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">\u201cA medida que los anunciantes siguen apostando fuertemente por la televisi\u00f3n conectada, la necesidad de una mayor visibilidad y de datos sobre el rendimiento nunca ha sido tan importante\u201d, afirm\u00f3 <\/span><b>Dana McGraw, vicepresidenta senior de Data and Measurement Science en Disney Advertising<\/b><span style=\"font-weight: 400;\">. \u201cAl colaborar con IAS, ayudamos a que los anunciantes tengan informaci\u00f3n m\u00e1s clara y accionable sobre sus campa\u00f1as y d\u00f3nde est\u00e1n obteniendo mayor valor, lo que aporta m\u00e1s confianza y claridad al ecosistema CTV\u201d.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-8bab7a8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"24961\" data-id=\"8bab7a8\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9f0b779\" data-eae-slider=\"39635\" data-id=\"9f0b779\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d56cd8b elementor-widget elementor-widget-heading\" data-id=\"d56cd8b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Un motor de visibilidad unificada para CTV<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-85ee3fa elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"96966\" data-id=\"85ee3fa\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bc28beb\" data-eae-slider=\"23489\" data-id=\"bc28beb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a93f108 elementor-widget elementor-widget-text-editor\" data-id=\"a93f108\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Al integrar informaci\u00f3n sobre los contenidos, la calidad de medios y los datos de la cadena de suministro en una vista unificada dentro de la<\/span><b> interfaz de usuario de IAS Signal<\/b><span style=\"font-weight: 400;\">, IAS Total TV ofrece un \u201c<\/span><b>motor de visibilidad<\/b><span style=\"font-weight: 400;\">\u201d. Esto significa que los anunciantes pueden verificar si su inversi\u00f3n premium est\u00e1 llegando a los contenidos de alta calidad que merecen sus marcas.\u00a0<\/span><\/p><p><b>Con IAS Total TV, los anunciantes pueden:<\/b><\/p><ul><li><b>Obtener transparencia a nivel de contenido<\/b><span style=\"font-weight: 400;\"> &#8211; Obtener medici\u00f3n en tiempo real por serie, programa, g\u00e9nero, calificaci\u00f3n y lenguaje<\/span><\/li><li><b>Verificaci\u00f3n de Media Quality<\/b><span style=\"font-weight: 400;\"> &#8211; aprovechar la verificaci\u00f3n third-party por tipo de dispositivo, viewability y IVT (tr\u00e1fico inv\u00e1lido) para garantizar que no se desperdicia la inversi\u00f3n. <\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-701b773 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"91045\" data-id=\"701b773\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4738590\" data-eae-slider=\"15838\" data-id=\"4738590\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d047f9e elementor-widget elementor-widget-heading\" data-id=\"d047f9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Verificaci\u00f3n para mejorar los resultados de campa\u00f1a\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-7947d2e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"53150\" data-id=\"7947d2e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-39c1e62\" data-eae-slider=\"10593\" data-id=\"39c1e62\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0ce2e69 elementor-widget elementor-widget-text-editor\" data-id=\"0ce2e69\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">La promesa de la CTV siempre ha sido la combinaci\u00f3n del prestigio de la pantalla grande con la precisi\u00f3n del medio digital. Sin embargo, integrar datos fragmentados para justificar la inversi\u00f3n sigue siendo un reto completo. IAS Total TV logra eliminar esa fricci\u00f3n, actuando como una fuente \u00fanica y fiable de informaci\u00f3n.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">\u201cLa transparencia es la clave para convertir las impresiones de CTV en interacciones segmentadas\u201d, afirm\u00f3 <\/span><b>Srishti Gupta, Chief Product Officer en Integral Ad Science<\/b><span style=\"font-weight: 400;\">. \u201cIAS Total TV act\u00faa como un motor de visibilidad entre compradores y vendedores, proporcionando la transparencia, el control y la validaci\u00f3n que los anunciantes necesitan para asegurarse de que sus campa\u00f1as se emiten en entornos de alta calidad, relevantes y adecuados para sus marcas, y que generen resultados reales\u201d.<\/span><\/p><p><span style=\"font-weight: 400;\">Este lanzamiento es solo el principio. IAS seguir\u00e1 expandiendo Total TV a m\u00e1s plataformas globales, llevando la transparencia de los contenidos a mercados de todo el mundo. Adem\u00e1s, lanzaremos soluciones de optimizaci\u00f3n pre-bid para CTV que permitir\u00e1n a los anunciantes tomar decisiones en funci\u00f3n de la informaci\u00f3n sobre el contenido antes incluso de que se sirva la impresi\u00f3n, as\u00ed como mediciones de alcance de calidad de medios con resultados de negocio reales.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">El objetivo es sencillo: <strong>garantizar que cada euro invertido en CTV est\u00e1 sujeto al mismo nivel de exigencia que siempre ha definido la buena compra de medios.<\/strong> <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-52e97ff elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"33059\" data-id=\"52e97ff\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-524f014\" data-eae-slider=\"26466\" data-id=\"524f014\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9d54eed elementor-widget elementor-widget-text-editor\" data-id=\"9d54eed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/integralads.com\/es\/contacto\/\"><b><span style=\"text-decoration: underline;\">Ponte en contacto con un representante de IAS<\/span><\/b><\/a><span style=\"font-weight: 400;\"> para descubrir c\u00f3mo IAS Total TV puede aportar a tu estrategia de CTV transparencia y control pre-bid comparables con la televisi\u00f3n lineal.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Cuando los profesionales del marketing compran un espacio en horario de m\u00e1xima audiencia en la televisi\u00f3n lineal, saben exactamente lo que obtienen: el programa, la hora y el entorno. A medida que la industria se desplaza hacia la televisi\u00f3n conectada&#8230;<\/p>\n","protected":false},"author":37,"featured_media":346816,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[611],"tags":[],"class_list":["post-346870","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-video-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>IAS lanza IAS TOTAL TV, la soluci\u00f3n de medici\u00f3n que ofrece transparencia de televisi\u00f3n lineal para CTV - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"IAS Total TV garantiza que la inversi\u00f3n en CTV est\u00e1 sujeta al mismo nivel de exigencia que siempre ha definido la buena compra de medios.\" \/>\n<meta name=\"robots\" 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