IAS adds linear-style transparency tools for CTV campaigns
Integral Ad Science (IAS) has launched 'IAS Total TV,' a new suite of solutions for Connected TV (CTV) advertising. The product is designed to provide marketers with transparency for their CTV campaigns that is comparable to linear television.
Key Takeaways
- IAS Total TV is a new suite of connected TV solutions from Integral Ad Science.
- The product is designed to give marketers 'linear-like' transparency for CTV campaigns.
- The launch sits in IAS’s monetization and ad tech category, with secondary relevance to video streaming and delivery platforms.
Why It Matters
IAS Total TV addresses a common measurement gap in CTV by packaging transparency tools in a form IAS says is closer to linear TV. For streaming ad buyers, that matters because campaign reporting remains a core buying criterion in a fragmented CTV stack. The launch also reinforces how measurement vendors are tailoring products specifically to connected TV rather than treating it as a simple extension of digital video. What to watch next is whether IAS publishes product details on what Total TV measures and how it is sold to marketers.
Read full article at exchangewire.com
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