IAS Launches 'IAS Total TV,' a Comprehensive CTV Solution Bringing Linear-Like Transparency to Connected TV
Integral Ad Science (IAS) has announced 'IAS Total TV,' a new solution for Connected TV (CTV) designed to bring linear TV-level transparency to streaming. By aggregating program-level data from partners like Disney and Prime Video, it allows advertisers to pinpoint exactly where their ads appear.
📋 Article Processing Timeline
- 📰 Published: April 28, 2026 at 17:00
- 🔍 Collected: April 28, 2026 at 08:31
- 🤖 AI Analyzed: April 28, 2026 at 16:27 (7h 56m after Collected)
NEW YORK and TOKYO, April 28, 2026 — Integral Ad Science (IAS), a leading global media measurement and optimization platform, today announced the launch of 'IAS Total TV,' a comprehensive new solution for Connected TV (CTV) designed to bring 'linear-like' transparency to streaming television. IAS Total TV aggregates data across genre, rating, language, show title, and program-level insights from Disney, NBCUniversal, Paramount, Prime Video, and multiple publishers who have consented to provide data via Publica. This integration centralizes content insights, media quality, supply paths, and outcomes within the 'IAS Signal' dashboard. Advertisers can now precisely determine 'where' and 'when' to run their CTV ads, ensuring relevant and appropriate ad environments for their brands.
Dana McGraw, Senior Vice President of Data & Measurement Science at Disney Advertising, stated: 'As advertisers double down on their CTV investments, the importance of visibility and performance insights has never been higher. This collaboration with IAS will provide advertisers with clearer, more actionable insights into where campaign value is being created, increasing trust and accountability in the CTV ecosystem.'
According to Nielsen, 74.2% of TV viewing in the US was ad-supported as of Q4 2025. Streaming (including FAST, AVOD, and SVOD) accounted for nearly half (45.6%) of total viewership, surpassing traditional TV for the largest share. While media buyers are shifting significant budgets toward CTV, accessing unified and reliable data on 'which specific show or content' their ads appeared in has been a major challenge in large-scale campaigns.
Srishti Gupta, Chief Product Officer at IAS, added: 'Transparency is the key to turning CTV impressions into engagement. Through deep trust with major streaming services and broadcasters, IAS brings high visibility and accountability to the ecosystem. IAS Total TV serves as a "visibility engine" between buyers and sellers, providing the transparency, control, and verification that advertisers demand.'
Key benefits of IAS Total TV for marketers include:
- Real-time content-level transparency: Measures aggregate data across shows, genres, ratings, languages, apps, and platforms via publisher integrations.
- Streamlined workflow: Maximizes consistency and value in digital video investment through cross-channel suitability controls.
- Reliable third-party verification: Enhances investment efficiency and enables pre-bid actions through trusted verification.
- CTV outcome measurement: Measures ad results in CTV, such as high-quality reach and conversion growth.
Furthermore, by using core IAS products for device verification, invalid traffic (IVT) elimination, and viewability measurement, advertisers can reach the right audience in appropriate environments. IAS also complies with the Video Privacy Protection Act (VPPA) to ensure secure data handling while promoting ecosystem growth.
About Integral Ad Science:
Integral Ad Science (IAS) is a global leader in media measurement and optimization...
Dana McGraw, Senior Vice President of Data & Measurement Science at Disney Advertising, stated: 'As advertisers double down on their CTV investments, the importance of visibility and performance insights has never been higher. This collaboration with IAS will provide advertisers with clearer, more actionable insights into where campaign value is being created, increasing trust and accountability in the CTV ecosystem.'
According to Nielsen, 74.2% of TV viewing in the US was ad-supported as of Q4 2025. Streaming (including FAST, AVOD, and SVOD) accounted for nearly half (45.6%) of total viewership, surpassing traditional TV for the largest share. While media buyers are shifting significant budgets toward CTV, accessing unified and reliable data on 'which specific show or content' their ads appeared in has been a major challenge in large-scale campaigns.
Srishti Gupta, Chief Product Officer at IAS, added: 'Transparency is the key to turning CTV impressions into engagement. Through deep trust with major streaming services and broadcasters, IAS brings high visibility and accountability to the ecosystem. IAS Total TV serves as a "visibility engine" between buyers and sellers, providing the transparency, control, and verification that advertisers demand.'
Key benefits of IAS Total TV for marketers include:
- Real-time content-level transparency: Measures aggregate data across shows, genres, ratings, languages, apps, and platforms via publisher integrations.
- Streamlined workflow: Maximizes consistency and value in digital video investment through cross-channel suitability controls.
- Reliable third-party verification: Enhances investment efficiency and enables pre-bid actions through trusted verification.
- CTV outcome measurement: Measures ad results in CTV, such as high-quality reach and conversion growth.
Furthermore, by using core IAS products for device verification, invalid traffic (IVT) elimination, and viewability measurement, advertisers can reach the right audience in appropriate environments. IAS also complies with the Video Privacy Protection Act (VPPA) to ensure secure data handling while promoting ecosystem growth.
About Integral Ad Science:
Integral Ad Science (IAS) is a global leader in media measurement and optimization...