IAS adds Total TV transparency tools for connected TV
Integral Ad Science has launched IAS Total TV, a suite of connected TV solutions. The company says the product is designed to give marketers linear-style transparency in connected TV.
Key Takeaways
- Integral Ad Science unveiled IAS Total TV, a suite of connected TV solutions.
- IAS says the product is designed to give marketers linear-style transparency in CTV.
- The launch was reported by SMBTech on April 28, 2026.
Why It Matters
IAS Total TV is another attempt to make connected TV measurement look more like linear TV, with transparency framed as the core value proposition. For streaming ad buyers, that matters because CTV is still judged against TV-style expectations even as buying and reporting remain fragmented. The competitive question is whether IAS can make that promise stick across more CTV inventory with this suite. Watch for how IAS defines and measures “linear-style transparency” in the product details that follow.
Read full article at smbtech.au
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