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Integral Ad Science (IAS) has unveiled IAS Total TV, a suite of connected TV (CTV) solutions designed to give marketers the kind of transparency they have long expected from traditional linear television.
The platform provides genre, rating, language, show and program-level data in aggregate from Disney, NBCUniversal, Paramount and Prime Video, along with multiple opted-in publishers using Publica. It brings content insights, media quality, supply path and outcomes into a single view within the IAS Signal user interface.
The transparency gap in streaming
The launch comes as streaming continues to absorb a growing share of television advertising budgets, yet marketers struggle to access a unified source of truth about where their ads are actually running.
According to Nielsen, as of Q4 2025, 74.2 per cent of all US TV viewing is ad-supported. Of that, streaming – which includes free ad-supported TV (FAST), ad-supported video-on-demand (AVOD) and ad-supported subscription video-on-demand (SVOD) – accounts for nearly half at 45.6 per cent, making it the largest share of any medium and placing it ahead of traditional TV.
Media buyers have followed viewers and are directing significant budgets into the CTV ecosystem, but have lacked access to a unified and reliable source of truth for what shows and programs their ads are running against at scale. Stitching together siloed data to validate this spend remains a complex challenge.
Given the high CPMs associated with CTV alongside limited advertising budgets, there is a clear need for marketers to avoid spending on non-transparent inventory, unsuitable content or ads running on non-CTV devices.
Disney among early collaborators
Dana McGraw, SVP of Data and Measurement Science at Disney Advertising, pointed to the growing need for visibility in the CTV space.
“As advertisers continue to double down on connected TV, the need for greater visibility and performance insight has never been more important,” McGraw explained. “By collaborating with IAS, we’re helping provide advertisers with clearer, more actionable insights about their campaigns and where they’re deriving the most value, bringing greater confidence and accountability clarity to the CTV ecosystem.”
What IAS Total TV offers
The platform is built around several core capabilities for marketers.
It provides real-time, publisher-enabled content-level transparency measurement in aggregate across show, program, genre, rating, language, app and platform. Workflows are streamlined through cross-channel suitability controls aimed at improving consistency and value in digital video investments.
Marketers also gain access to third-party verification intended to support spend efficiency, measurement and pre-bid actionability. The suite allows advertisers to measure outcomes against CTV, including quality reach and incremental conversions.
Advertisers can also pair IAS Total TV with the company’s core verification products, which provide device verification, enhanced invalid traffic detection and viewability measurement. IAS maintains that it safeguards publisher data in a privacy-safe, VPPA-compliant manner.
A visibility engine for buyers and sellers
Srishti Gupta, Chief Product Officer at Integral Ad Science, described IAS Total TV as a bridge between the buy side and sell side of the CTV market.
“Transparency is the key to turning CTV impressions into targeted engagement,” Gupta stated. “With deep, trusted relationships across CTV streamers and broadcasters, IAS is bringing greater visibility and accountability to the ecosystem.”
“IAS Total TV serves as a visibility engine between buyers and sellers, delivering the transparency, control and validation advertisers need to ensure their campaigns run in high-quality, relevant and brand-suitable environments that drive real outcomes,” she added.
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The release positions IAS as a player aiming to solve one of CTV’s persistent pain points: the gap between the premium pricing of streaming inventory and the limited transparency advertisers receive about where their spend is actually going.
For more information, visit integralads.com.
Last Updated on April 29, 2026 by Nick Ross
