Integral Ad Science (IAS) has rolled out a new Connected TV (CTV) solution, ‘IAS Total TV’, aimed at addressing one of the biggest gaps in streaming advertising: transparency at scale.
The offering aggregates content-level data across major publishers including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers using Publica. The platform provides marketers with granular insights spanning genre, ratings, language, and program-level information, packaged into a unified dashboard within IAS Signal.
The move comes as advertisers shift significant budgets into streaming, but continue to struggle with fragmented data and limited visibility into where their ads actually appear.
“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 at 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.”
Industry data underscores the urgency. According to Nielsen, 74.2% of all US TV viewing was ad-supported as of Q4 2025. Streaming formats including FAST, AVOD and ad-supported SVOD accounted for 45.6% of that consumption, making it the largest share across viewing formats, ahead of traditional television.
Despite this shift, advertisers have lacked a unified source of truth across the CTV ecosystem. High CPMs and siloed measurement systems have made it difficult to validate performance or ensure brand safety, particularly at scale.
IAS says its Total TV suite addresses this by integrating content insights, media quality metrics, supply path data and campaign outcomes into a single interface. The platform allows advertisers to control ad placements based on suitability criteria and verify performance through third-party measurement.
“Transparency is the key to turning CTV impressions into targeted engagement,” said Srishti Gupta, Chief Product Officer at IAS. “IAS Total TV serves as a visibility engine between buyers and sellers, delivering the transparency, control, and validation advertisers need.”
The suite also enables real-time, publisher-enabled measurement across multiple parameters, streamlines cross-channel suitability controls and offers pre-bid optimisation tools. Advertisers can track outcomes such as quality reach and incremental conversions, while leveraging IAS’s broader verification tools for device authentication, invalid traffic detection and viewability.
IAS added that the solution is designed to be privacy-safe and compliant with the US Video Privacy Protection Act, while safeguarding publisher data.
The launch signals a broader push within the industry to standardise measurement and improve accountability in CTV, as streaming cements its position as the dominant medium for ad-supported television.
The offering aggregates content-level data across major publishers including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers using Publica. The platform provides marketers with granular insights spanning genre, ratings, language, and program-level information, packaged into a unified dashboard within IAS Signal.
The move comes as advertisers shift significant budgets into streaming, but continue to struggle with fragmented data and limited visibility into where their ads actually appear.
“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 at 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.”
Industry data underscores the urgency. According to Nielsen, 74.2% of all US TV viewing was ad-supported as of Q4 2025. Streaming formats including FAST, AVOD and ad-supported SVOD accounted for 45.6% of that consumption, making it the largest share across viewing formats, ahead of traditional television.
Despite this shift, advertisers have lacked a unified source of truth across the CTV ecosystem. High CPMs and siloed measurement systems have made it difficult to validate performance or ensure brand safety, particularly at scale.
IAS says its Total TV suite addresses this by integrating content insights, media quality metrics, supply path data and campaign outcomes into a single interface. The platform allows advertisers to control ad placements based on suitability criteria and verify performance through third-party measurement.
“Transparency is the key to turning CTV impressions into targeted engagement,” said Srishti Gupta, Chief Product Officer at IAS. “IAS Total TV serves as a visibility engine between buyers and sellers, delivering the transparency, control, and validation advertisers need.”
The suite also enables real-time, publisher-enabled measurement across multiple parameters, streamlines cross-channel suitability controls and offers pre-bid optimisation tools. Advertisers can track outcomes such as quality reach and incremental conversions, while leveraging IAS’s broader verification tools for device authentication, invalid traffic detection and viewability.
IAS added that the solution is designed to be privacy-safe and compliant with the US Video Privacy Protection Act, while safeguarding publisher data.
The launch signals a broader push within the industry to standardise measurement and improve accountability in CTV, as streaming cements its position as the dominant medium for ad-supported television.
