Singapore – Integral Ad Science (IAS) has introduced ‘IAS Total TV’, a suite of connected TV (CTV) solutions aimed at improving transparency for advertisers across streaming platforms.
The offering provides aggregated data on genre, rating, language, show, and programme-level insights from platforms including Disney, NBCUniversal, Paramount, and Prime Video, as well as participating publishers using Publica. The solution is integrated within the IAS Signal user interface, bringing together content insights, media quality, supply path data, and campaign outcomes in a single view.
IAS said the product is designed to give advertisers greater control over where their campaigns appear, enabling them to align placements with brand suitability requirements.
“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,” Dana continued.
Industry data cited by IAS shows that ad-supported viewing accounted for 74.2% of total US TV viewing in the fourth quarter of 2025, according to Nielsen. Within this, streaming formats including free ad-supported TV (FAST), ad-supported video-on-demand (AVOD), and ad-supported subscription video-on-demand (SVOD) represented 45.6% of viewing, the largest share among all formats.
IAS also noted that while advertising investment has followed audience migration to streaming, marketers continue to face challenges in accessing consistent, scalable data on where ads are placed, as well as in consolidating fragmented datasets to measure campaign performance.
“Transparency is the key to turning CTV impressions into targeted engagement,” said Srishti Gupta, Chief Product Officer at Integral Ad Science. “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.”
According to IAS, the new solution enables marketers to access near real-time, publisher-enabled content-level transparency across multiple dimensions, including programme, genre, and platform. It also supports cross-channel suitability controls, third-party verification, and outcome measurement, including quality reach and incremental conversions.
Moreover, the company added that its broader verification tools, such as device verification, invalid traffic detection, and viewability measurement, can be used alongside IAS Total TV to support campaign performance. IAS also stated that publisher data is handled in a privacy-safe and VPPA-compliant manner.
