Integral Ad Science (IAS) has announced IAS Total TV, a new 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 programme-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. 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 programmes 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.”

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Categories: Advertising, Articles

Tags: CTV, IAS, Integral Ad Science