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Share on XWhen marketers buy a primetime slot on linear television, they know exactly what they’re getting: the show, the time, and the environment. As the industry shifts to Connected TV (CTV)—which now accounts for nearly half of all U.S. TV viewing—that fundamental certainty has often vanished.
In its place, media buyers have had to navigate a fragmented landscape, buying supply without granular visibility into where their ads actually land. The lack of transparency isn’t just a reporting nuance; it’s a direct hit to ROI.
How Does IAS Total TV Solve the CTV Transparency Gap?
IAS is closing the transparency gap with IAS Total TV. This comprehensive suite of solutions is designed specifically to bring the clarity and accountability of linear broadcast to the streaming world.
Through deep industry collaboration, marketers can now unlock show, genre, and rating transparency across the most powerful platforms in media such as: Disney, NBCUniversal, Paramount, and Prime Video, along with multiple opted-in publishers using Publica.
“As advertisers continue to double down on connected TV, the need for greater visibility and performance insight has never been more important. 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.”
A Unified Visibility Engine for CTV
By integrating content insights, media quality, and supply path data into a unified view within the IAS Signal UI, IAS Total TV provides a “visibility engine.” This means the modern marketer can verify that their premium spend is landing on the high-quality content their brand deserves.
With IAS Total TV, marketers can: a) Unlock Content-Level Transparency – Gain real-time measurement across show, program, genre, rating, and language, and b) Verify Media Quality – Leverage third-party verification for device type, viewability, and IVT (Invalid Traffic) to ensure you aren’t wasting spend.
Improving Campaign Outcomes with Verification
The promise of CTV has always been the prestige of the big screen paired with the precision of digital. However, stitching together siloed data to prove spend remains a complex challenge. IAS Total TV removes that friction by serving as a unified source of truth.
“Transparency is the key to turning CTV impressions into targeted engagement. 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 environments that drive real outcomes.”
This launch is just the beginning. IAS will continue expanding Total TV to more global publishers, bringing content-level transparency to markets worldwide. Additionally, we will launch pre-bid optimization solutions for CTV, enabling marketers to act on content insights before an impression is ever served, as well as quality reach and incrementality measurement, which will connect media quality signals to real business outcomes.
The goal is simple: give every CTV dollar the same accountability that has always defined great media buying.
Get in touch with an IAS representative today to learn how IAS Total TV can bring linear-grade transparency and pre-bid control to your CTV strategy.
