IAS launches content-level TV measurement across major streamers
Integral Ad Science (IAS) has launched "IAS Total TV," a new offering for Connected TV ad measurement. The product provides content-level measurement and is launching with media partners including Disney, NBCUniversal, Paramount, and Prime Video.
Key Takeaways
- IAS Total TV is a new Connected TV measurement offering from Integral Ad Science.
- The product measures ad performance at the content level, not just the platform level.
- Launch partners include Disney, NBCUniversal, Paramount, and Prime Video.
Why It Matters
IAS is moving CTV measurement deeper into the programming layer, which gives advertisers a more granular view of where ads run across major streaming services. The launch spans Disney, NBCUniversal, Paramount, and Prime Video, making this a cross-platform measurement play rather than a single-service tool. For streaming sellers, the key question is how quickly content-level reporting becomes part of planning and optimization workflows across these partners.
Read full article at storyboard18.com
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