Your most valuable ads, protected
Nothing is more powerful than connecting with consumers with sight, sound, and motion. But video inventory is more susceptible than display to fraud, brand risk, and being out-of-view. So as online video advertising increases in demand — and cost — it’s critical to make sure video ads have the opportunity to be seen and heard.
Verify premium video buys with our toolkit.
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CTV adoption among consumers is expected to reach more than 242 million users by 2026, which represents about 70% of the U.S. population
Go beyond basic metrics to gain greater insight into how, when, and where people engage with your ads. From open web to CTV, our solutions ensure that your ads are viewable, fraud-free, and shown in the right environment.
As consumer attention and ad spend continue to shift towards CTV, IAS works directly with the largest video publishers to validate that video ads are played to completion and free from invalid traffic on CTV.
As advertising within CTV environments increases, so will attention on brand safety. IAS is a leading brand safety and suitability innovator on CTV and we’re partnering with industry leaders to do it.
With content creation and audiences increasing by the minute, advertisers are expected to shift budgets away from linear television and toward CTV. The Multimedia Tag works by automating the process of device detection so that IAS technology does the hard work instead of your ad ops team.
IAS delivers innovative, industry-leading digital advertising solutions that are designed to drive superior results. Take a look at our full measurement and optimization product suite to learn how IAS helps your brand stay ahead of the competition.
CBS Interactive believes in full transparency with our advertising partners. With ad fraud increasing, it’s important that programmers and publishers work together with companies like IAS to facilitate trust while maintaining a quality user experience.
– Jarred Wilichinksky, Senior Vice-President, Video Monetization & Operations
CBS Interactive
Get deeper insights into cutting-edge video & CTV solutions at the IAS Insider.
Your success is what drives us. Our global Help Center and customer success team can quickly address any questions you have about our CTV solutions and workflows at any point.
Transparency is key to successful campaigns. Leverage these Frequently Asked Questions (FAQs) to find out what you need to know about running CTV and video campaigns that drive results.
Connected TV (CTV) is any television device connected to the internet that allows users to stream digital content. This includes:
- Smart TVs (e.g. Samsung, LG, Vizio)
- Gaming consoles (e.g. Playstation, Xbox)
- Streaming devices (e.g. Roku, Apple TV, Amazon Fire Stick, Chromecast)
- Connected set-top boxes (e.g. TiVo)
CTV advertising is delivered via internet-connected devices and can be run programmatically, offering better targeting and measurement compared to traditional linear TV.
CTV ads are measured using a combination of digital advertising metrics and TV-like performance indicators to assess reach, engagement and impact. Some examples:
- Delivery & Reach Metrics
- Impressions – the number of times an ad was served to a CTV device.
- Unique Reach – the total number of unique households or users exposed to the ad.
- Frequency – how often an ad is shown for the same user or household
- Engagement & Completion Metrics
- Video Completion Rate (VCR) – percentage of viewers who watched an ad to completion
- Viewability – ensure that ads are fully displayed on-screen
- Attribution and Performance Metrics
- Incremental Reach – measures the additional audience reached beyond linear TV
- Audience Verification & Fraud Prevention
- Audience Validation – evaluates desired audience composition and campaign reach towards that demographic
- Invalid Traffic Detection – ensures impressions are not generated by bots or fraudulent activity
The average CPM (cost per thousand impressions) for CTV ads varies depending on factors like platform, content quality, targeting, ad format and length, delivery mechanism (programmatic vs direct IO) and deal type (programmatic guaranteed, private market place, openmarket). On average, CPMs for CTV ads range between $20 and $60.
CTV advertising is growing due to the shift in consumer behavior toward streaming platforms, offering advertisers access to a highly engaged, on-demand audience. It also provides advanced targeting, fraud protection, and performance measurement capabilities, making it a preferred choice for brands.
IAS uses advanced contextual analysis and fraud detection tools to ensure ads appear in safe and suitable environments on CTV platforms. This helps protect brand reputation and optimize campaign effectiveness.
Using tools like IAS, advertisers can detect and block fraud tactics like app spoofing, server-side ad insertion fraud, and bot traffic.
