IAS adds TV-level measurement to CTV ad buying
Integral Ad Science (IAS) has launched 'IAS Total TV', a new suite of solutions for Connected TV (CTV). The product is designed to provide advertisers with comprehensive visibility and measurement for campaigns across the streaming ad ecosystem, with the stated aim of delivering a “linear-like” experience.
Key Takeaways
- IAS Total TV is a new suite of Connected TV solutions from Integral Ad Science.
- The product is aimed at giving advertisers comprehensive visibility and measurement across the streaming ad ecosystem.
- IAS says Total TV is designed to deliver a “linear-like” experience for CTV campaigns.
Why It Matters
IAS is trying to bring a more TV-style measurement framework to CTV buying and reporting, which matters because advertisers want clearer visibility across streaming inventory. The launch also shows measurement vendors continuing to build around the streaming ad stack rather than around a single platform. What to watch next is whether IAS publishes specifics on what Total TV measures and how advertisers will use it across campaigns.
Read full article at medianews4u.com
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