IAS launches Total TV for connected TV transparency

Integral Ad Science has launched IAS Total TV for connected TV advertising, bringing together measurement and transparency data across several major streaming platforms.

The suite gives advertisers aggregate information on the shows, genres, ratings, languages, apps and platforms associated with where campaigns run. It covers inventory from Disney, NBCUniversal, Paramount and Prime Video, as well as opted-in publishers using Publica.

IAS is framing the launch around a longstanding complaint from media buyers in streaming TV: advertisers often struggle to see clearly what content their ads appear alongside and to compare that information across publishers in one place. The product combines content insights, media quality data, supply path information and outcomes reporting within the company's IAS Signal interface.

Connected TV has become a bigger focus for advertisers as viewing shifts from broadcast and cable to ad-supported streaming services. IAS cited Nielsen figures showing that 74.2% of all US television viewing was ad-supported in the fourth quarter of 2025, with streaming accounting for 45.6% of viewing, the largest share among media categories.

That shift in viewing habits has drawn more ad budgets into connected TV, but measurement standards have not always kept pace. Buyers have often had to piece together campaign information from publisher reports, ad verification tools and internal systems, making it harder to assess suitability, waste and effectiveness across campaigns.

Transparency push

IAS Total TV is intended to give marketers a more unified view of campaign placement and performance in streaming environments. Advertisers can also use the system to decide when and how campaigns run alongside specific connected TV content.

Dana McGraw, senior vice president of data and measurement science at Disney Advertising, said the collaboration would give advertisers clearer insight into campaign performance.

"As advertisers continue to double down on connected TV, the need for greater visibility and performance insight has never been more important," McGraw said. "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."

For advertisers, one of the central issues in connected TV is the cost of inventory. Premium streaming placements can command high prices, making transparency, suitability and device verification more important for brands trying to avoid waste.

The suite includes measurement designed to show whether ads are running on connected TV devices rather than elsewhere, alongside checks for invalid traffic and viewability. It can also be used to measure outcomes including quality reach and incremental conversions.

Publisher access

A notable element of the launch is the degree of publisher participation required for content transparency in connected TV. Unlike some parts of open web advertising, detailed programme-level information in streaming TV depends heavily on cooperation from media owners and platforms, which control access to show and audience data.

IAS said the product provides publisher-enabled, content-level measurement in aggregate. That suggests advertisers will receive broader reporting on campaign environments without direct exposure to underlying viewer-level information.

Publisher data will be handled in a privacy-safe and VPPA-compliant manner. That matters in a market where streaming services, advertisers and measurement firms face closer scrutiny over how viewing and advertising data are collected, shared and reported.

Srishti Gupta, Chief Product Officer at Integral Ad Science, said the launch responds to demand for clearer standards in streaming advertising.

"Transparency is the key to turning CTV impressions into targeted engagement," Gupta said. "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."

The launch adds to a broader industry effort to bring connected TV advertising closer to the reporting standards long associated with linear television while retaining the targeting and measurement features of digital media. For marketers, the commercial test will be whether unified reporting across major streaming sellers helps them judge content adjacency, verify quality and justify rising connected TV spend.