Major CTV Publishers Adopt Transparency Measures Through New IAS Platform

IAS has launched its Total TV product in the US, designed to bring linear-like transparency to CTV advertising by aggregating and normalizing data from direct publisher partnerships. This initiative aims to solve industry fragmentation and inconsistent measurement, with major publishers like Disney, NBCUniversal, Paramount, and Prime Video supporting its rollout. IAS is also leveraging AI to enhance media quality, brand suitability, and overall ad performance for its clients.