Integral Ad Science (IAS) has introduced Total TV, a connected TV (CTV) measurement solution aimed at improving transparency and accountability across streaming platforms.
The offering aggregates content-level data—including show, genre, rating and language—from major platforms such as Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. This data is integrated into IAS’s Signal interface, enabling advertisers to access a unified view of media quality, supply paths and campaign performance.
The launch comes at a time when advertisers are increasing investments in CTV but continue to face challenges in obtaining consistent, cross-platform measurement. According to Nielsen, a growing share of television consumption is now driven by ad-supported streaming.
Dana McGraw, SVP of Data and Measurement Science at Disney Advertising, highlighted the importance of improved visibility, noting that deeper insights can help advertisers better understand campaign performance and value across platforms.
Srishti Gupta, Chief Product Officer at IAS, emphasised that transparency is critical to unlocking the full potential of CTV. She said the new solution acts as a bridge between buyers and sellers, offering greater control, validation and assurance that ads appear in high-quality, brand-suitable environments.
IAS Total TV also enables advertisers to apply cross-channel suitability controls and measure outcomes such as reach and conversions. Additionally, it includes verification features like device validation, viewability tracking and protection against invalid traffic, aiming to deliver more reliable and actionable campaign insights.
