IAS adds linear-style transparency tools to connected TV
Integral Ad Science (IAS) has announced the launch of IAS Total TV, a new product suite for Connected TV (CTV). The new solutions are designed to provide transparency for streaming TV advertising, aiming to match the measurement standards of linear television.
Key Takeaways
- Integral Ad Science launched IAS Total TV for connected TV advertising.
- IAS says the new suite is designed to bring linear-like transparency to streaming TV.
- The product is aimed at matching measurement standards used in linear television.
Why It Matters
IAS is trying to narrow the measurement gap between connected TV and linear TV by packaging transparency tools for streaming TV ads. That matters because ad buyers already understand linear television standards, and IAS is positioning CTV measurement around that reference point. The immediate question is whether buyers adopt IAS Total TV as a common benchmark for streaming campaigns. Watch for how IAS describes the specific measurement features inside the suite and whether it expands the product beyond this initial CTV launch.
Read full article at content-technology.com
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