IAS adds programme-level measurement to connected TV ads
Integral Ad Science (IAS) has launched IAS Total TV, a new product for connected TV. The solution provides advertisers with aggregated programme-level data and measurement tools. The stated goal is to increase transparency in CTV advertising.
Key Takeaways
- IAS Total TV is a new connected TV product from Integral Ad Science.
- The product offers aggregated programme-level data for CTV advertising.
- IAS Total TV includes measurement tools aimed at transparency.
- The launch was reported on April 28, 2026.
Why It Matters
IAS Total TV gives advertisers a new way to measure connected TV inventory using aggregated programme-level data rather than broad platform-level reporting. That matters because CTV buying still depends on clearer reporting and comparability, especially as measurement products become part of the monetization stack. IAS is positioning the product around transparency, not reach or targeting. What to watch next: whether IAS discloses specific measurement outputs or publisher integrations for Total TV.
Read full article at marketech-apac.com
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