As connected TV continues to attract rising ad spends, measurement gaps have remained a persistent challenge. Addressing this, Integral Ad Science has launched IAS Total TV, a solution designed to deliver content-level transparency across major streaming platforms.
The offering aggregates granular data-such as show, genre, rating, and language-across platforms including Disney, NBCUniversal, Paramount, and Prime Video. It also incorporates inputs from opted-in publishers via Publica, consolidating everything within IAS’ Signal interface. The result is a unified dashboard that gives advertisers clearer visibility into media quality, supply paths, and campaign performance.
The launch comes at a time when streaming dominates viewing habits, with a significant share of consumption now happening on ad-supported platforms. Yet, advertisers have struggled with fragmented data and limited insight into where their ads actually appear. IAS Total TV aims to bridge this gap by offering a more standardised and comprehensive measurement layer.
Beyond visibility, the solution enables cross-channel suitability controls and tracks outcomes such as reach and conversions. It also includes verification tools for device validation, invalid traffic detection, and viewability-critical components in ensuring campaign effectiveness.
With backing and collaboration from key ecosystem players like Disney Advertising, IAS is positioning Total TV as a central “visibility engine” for the CTV landscape-helping advertisers move from fragmented impressions to informed, outcome-driven decisions.
