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.
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