{"id":346872,"date":"2026-05-05T13:28:40","date_gmt":"2026-05-05T13:28:40","guid":{"rendered":"https:\/\/integralads.com\/?p=346872"},"modified":"2026-05-05T13:34:28","modified_gmt":"2026-05-05T13:34:28","slug":"ias-lancia-ias-total-tv-solutions-una-trasparenza-linear-like-per-la-connected-tv-per-i-marketer","status":"publish","type":"post","link":"https:\/\/integralads.com\/it\/insider\/ias-lancia-ias-total-tv-solutions-una-trasparenza-linear-like-per-la-connected-tv-per-i-marketer\/","title":{"rendered":"IAS lancia IAS Total TV Solutions, una trasparenza \u201clinear-like\u201d per la Connected TV per i marketer."},"content":{"rendered":"\t\t
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Chi acquista uno slot in prima serata sulla TV lineare, sa esattamente cosa sta comprando: il programma, l\u2019orario e il contesto. Ma questa certezza ha iniziato a vacillare con il progressivo spostamento del settore verso la Connected TV (CTV) \u2014 che oggi rappresenta quasi la met\u00e0 dell\u2019intera fruizione televisiva negli Stati Uniti, con numeri progressivamente vicini anche in Europe e Italia.<\/span><\/p>

Al suo posto, i media buyer si trovano a navigare in un ecosistema frammentato, acquistando inventory senza una visibilit\u00e0 granulare su dove gli annunci vengano effettivamente erogati. La mancanza di trasparenza non \u00e8 solo una questione di reporting: ha un impatto diretto sul 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

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Come risolve questo gap IAS Total TV?<\/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
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IAS ha colmato questo divario nella trasparenza con <\/span>IAS Total TV<\/b>. Questa suite completa di soluzioni \u00e8 progettata per portare nel mondo dello streaming la stessa chiarezza e accountability tipiche della TV lineare.<\/span><\/p>

Grazie a una stretta collaborazione con l\u2019industria, i marketer possono ora accedere a livelli di trasparenza su programma, genere e rating attraverso alcune delle piattaforme media pi\u00f9 rilevanti, tra cui <\/span>Disney, NBCUniversal, Paramount e Prime Video<\/b>, oltre a numerosi publisher che hanno aderito tramite <\/span>Publica<\/b>.<\/span><\/p>

\u00abCon il continuo rafforzarsi degli investimenti degli inserzionisti sulla connected TV, la necessit\u00e0 di una maggiore visibilit\u00e0 e di insight sulle performance non \u00e8 mai stata cos\u00ec cruciale\u00bb racconta Dana McGraw, SVP, Data and Measurement Science di Disney Advertising. \u00abInsieme a IAS, stiamo contribuendo a offrire agli advertiser insight pi\u00f9 chiari e actionable sulle loro campagne e su dove stanno generando il maggior valore, portando maggiore fiducia e accountability nell\u2019ecosistema CTV\u00bb.<\/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

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Un motore unificato di visibilit\u00e0 per la 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
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Integrando insight sui contenuti, media quality e dati sul supply path in una vista unificata all\u2019interno della <\/span>IAS Signal UI<\/b>, IAS Total TV offre un vero e proprio \u201cvisibility engine\u201d. In questo modo, gli advertiser possono verificare che gli investimenti premium siano effettivamente erogati su contenuti di alta qualit\u00e0, in linea con il posizionamento del brand.<\/span><\/p>

Con IAS Total TV, i marketer possono:<\/span>
<\/span>a) <\/span>Sbloccare la Content-Level Transparency<\/b>, accedendo a una misurazione in tempo reale per show, programma, genere, rating e lingua;<\/span>
<\/span>b) <\/span>Verificare la Media Quality<\/b>, sfruttando la verifica di terze parti su tipologia di device, viewability e IVT (Invalid Traffic), assicurando che il budget non venga disperso.<\/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

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Migliorare i risultati delle campagne attraverso la verifica<\/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
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La promessa della CTV \u00e8 sempre stata quella di unire il prestigio del grande schermo con la precisione del digitale. Tuttavia, integrare dati frammentati per dimostrare l\u2019efficacia degli investimenti resta una sfida complessa. IAS Total TV elimina questa frizione, fungendo da una fonte unificata e affidabile: una vera e propria <\/span>single source of truth<\/span><\/i>.<\/span><\/p>

\u00abLa trasparenza \u00e8 la chiave per trasformare le impression in CTV in engagement mirato\u00bb, afferma <\/span>Srishti Gupta, Chief Product Officer di Integral Ad Science.<\/b> \u00abIAS Total TV agisce come un vero e proprio visibility engine tra buyer e seller, offrendo la trasparenza, il controllo e la validazione di cui gli advertiser hanno bisogno per garantire che le loro campagne vengano erogate in ambienti di alta qualit\u00e0 e rilevanti, capaci di generare risultati concreti\u00bb.<\/span><\/p>

Questo lancio rappresenta solo l\u2019inizio. Integral Ad Science continuer\u00e0 ad estendere Total TV a un numero sempre maggiore di publisher globali, portando la content-level transparency nei mercati di tutto il mondo.<\/span><\/p>

Inoltre, verranno introdotte soluzioni di pre-bid optimization per la CTV, che permetteranno ai marketer di agire sugli insight dei contenuti prima ancora che un\u2019impression venga erogata, insieme a strumenti di misurazione della quality reach e dell\u2019incrementality, in grado di collegare i segnali di media quality ai risultati di business reali.<\/span><\/p>

L\u2019obiettivo \u00e8 semplice: garantire che ogni euro investito in CTV abbia lo stesso livello di accountability che ha sempre contraddistinto il miglior media buying.<\/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

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Get in touch with an IAS representative today<\/a><\/span><\/strong> Contattaci oggi per scoprire come <\/span>IAS Total TV<\/b> pu\u00f2 portare trasparenza \u201clinear-grade\u201d e controllo <\/span>pre-bid<\/b> alla tua strategia CTV.<\/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":"

Chi acquista uno slot in prima serata sulla TV lineare, sa esattamente cosa sta comprando: il programma, l\u2019orario e il contesto. Ma questa certezza ha iniziato a vacillare con il progressivo spostamento del settore verso la Connected TV (CTV) \u2014…<\/p>\n","protected":false},"author":37,"featured_media":346813,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[518],"tags":[],"class_list":["post-346872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-video-it"],"acf":[],"yoast_head":"\nIAS lancia IAS Total TV Solutions, una trasparenza \u201clinear-like\u201d per la Connected TV per i marketer. - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"L\u2019obiettivo \u00e8 semplice: garantire che ogni euro investito in CTV abbia lo stesso livello di accountability che ha sempre contraddistinto il miglior media buying.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/it\/insider\/ias-lancia-ias-total-tv-solutions-una-trasparenza-linear-like-per-la-connected-tv-per-i-marketer\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAS lancia IAS Total TV Solutions, una trasparenza \u201clinear-like\u201d per la Connected TV per i marketer.\" \/>\n<meta property=\"og:description\" content=\"L\u2019obiettivo \u00e8 semplice: garantire che ogni euro investito in CTV abbia lo stesso livello di accountability che ha sempre contraddistinto il miglior media buying.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/it\/insider\/ias-lancia-ias-total-tv-solutions-una-trasparenza-linear-like-per-la-connected-tv-per-i-marketer\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-05T13:28:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-05T13:34:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2026\/04\/IAS-Total-TV-Solutions-Announcement-Insider-Tile.png\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Laura Molero\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Molero\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/ias-lancia-ias-total-tv-solutions-una-trasparenza-linear-like-per-la-connected-tv-per-i-marketer\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/ias-lancia-ias-total-tv-solutions-una-trasparenza-linear-like-per-la-connected-tv-per-i-marketer\\\/\"},\"author\":{\"name\":\"Laura Molero\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/4e47489296a0d61540f31d2d63918b10\"},\"headline\":\"IAS lancia IAS Total TV Solutions, una trasparenza \u201clinear-like\u201d per la Connected TV per i marketer.\",\"datePublished\":\"2026-05-05T13:28:40+00:00\",\"dateModified\":\"2026-05-05T13:34:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/ias-lancia-ias-total-tv-solutions-una-trasparenza-linear-like-per-la-connected-tv-per-i-marketer\\\/\"},\"wordCount\":664,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/ias-lancia-ias-total-tv-solutions-una-trasparenza-linear-like-per-la-connected-tv-per-i-marketer\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/IAS-Total-TV-Solutions-Announcement-Insider-Tile.png\",\"articleSection\":[\"CTV & Video\"],\"inLanguage\":\"it-IT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/ias-lancia-ias-total-tv-solutions-una-trasparenza-linear-like-per-la-connected-tv-per-i-marketer\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/ias-lancia-ias-total-tv-solutions-una-trasparenza-linear-like-per-la-connected-tv-per-i-marketer\\\/\",\"name\":\"IAS lancia IAS Total TV Solutions, una trasparenza \u201clinear-like\u201d per la Connected TV per i marketer. - 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