IAS brings linear-style transparency to CTV ad buys
Integral Ad Science (IAS) has launched 'IAS Total TV', a new product suite for Connected TV (CTV) advertising. The solution aims to provide transparency and measurement for CTV campaigns comparable to the standards of linear television. The product is intended to address what the company describes as a significant gap in the streaming advertising ecosystem.
Key Takeaways
- Integral Ad Science launched IAS Total TV for Connected TV advertising.
- The product is designed to provide transparency and measurement comparable to linear television.
- IAS says the suite addresses one of the biggest gaps in the streaming advertising ecosystem.
Why It Matters
IAS Total TV targets a basic problem in CTV buying: advertisers want TV-style transparency, but streaming ad measurement has not matched linear standards. That matters immediately for buyers trying to compare CTV campaigns against traditional TV on the same terms. It also adds another measurement tool to a CTV stack that is still filling in gaps across verification, attribution, and reporting. What to watch: whether IAS discloses more specifics on what Total TV measures and how widely it is adopted by CTV advertisers.
Read full article at m.economictimes.com
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