IAS adds show-level transparency to CTV ad buying
Integral Ad Science (IAS) launched its "Total TV" product on April 27, 2026, which provides advertisers with show, genre, and rating data for CTV ad placements. The service aims to increase transparency for ad buying on platforms including Disney, NBCUniversal, Paramount, and Prime Video.
Key Takeaways
- IAS Total TV launched on April 27, 2026.
- The product provides show, genre, and rating data for CTV ad placements.
- Coverage includes Disney, NBCUniversal, Paramount, and Prime Video.
- IAS is positioning Total TV as a transparency layer for CTV ad buying.
Why It Matters
IAS is adding a higher-granularity data layer to CTV buying, with show, genre, and rating information instead of only broader placement-level context. For streaming platforms, that makes ad inventory easier to describe and compare across Disney, NBCUniversal, Paramount, and Prime Video. For buyers, it tightens the view of where ads run inside CTV environments. What to watch: whether IAS expands Total TV beyond these four platforms or adds new reporting dimensions beyond show, genre, and rating.
Read full article at ppc.land
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