Integral Ad Science (IAS) has revealed ‘IAS Total TV’, a new comprehensive suite of Connected TV (CTV) solutions designed specifically to bring ‘linear-like’ 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.
“As advertisers continue to double down on connected TV, the need for greater visibility and performance insight has never been more important,” said Dana McGraw, SVP, data and measurement science, Disney Advertising.
“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.”
According to Nielsen, as of Q4 2025, 74.2 per cent of all US 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—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.
“Transparency is the key to turning CTV impressions into targeted engagement,” said Srishti Gupta, chief product officer at Integral Ad Science. “With 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.”
With IAS Total TV, marketers should be able to gain real-time, publisher-enabled content-level transparency measurement in aggregate across show, program, genre, rating, language, app and platform. They’ll also get to experience streamlined workflows with seamless, cross-channel suitability controls, maximizing consistency and value in digital video investments.
They’ll also benefit from trusted, third-party verification that unlocks spend efficiency, enhances measurement, and enables pre-bid actionability and will be able to measure outcomes against CTV including quality reach and incremental conversions.
Additionally, they can ensure ads reach the right audiences in relevant, safe and premium environments by also using IAS’s core verification products that provide device verification, enhanced IVT and viewability. At the same time, IAS safeguards publisher data in a privacy-safe, VPPA-compliant manner, driving growth for the entire ecosystem.
