IAS rolls out Total TV for CTV inventory transparency
Integral Ad Science (IAS) has launched Total TV, a new product designed to provide transparency for Connected TV (CTV). The offering aggregates data including show, genre, rating, and language from platforms such as Disney, NBCUniversal, Paramount, and Prime Video. The data is integrated into the IAS Signal platform.
Key Takeaways
- Total TV is a new IAS product for Connected TV transparency.
- The offer aggregates show, genre, rating, and language data.
- Covered platforms include Disney, NBCUniversal, Paramount, and Prime Video.
- IAS integrates the data into its Signal platform.
Why It Matters
IAS is packaging CTV inventory context into a single product, which gives buyers and measurement teams a more detailed view of what they are running against. The named platforms — Disney, NBCUniversal, Paramount, and Prime Video — suggest the product is aimed at major streaming environments where content metadata matters for planning and verification. For StreamingMeme readers, the key question is whether IAS expands Total TV beyond these initial sources or adds additional metadata fields inside IAS Signal.
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