IAS Rolls Out Streaming TV Analysis Solutions

Integral Ad Science (IAS) has launched Total TV, a suite of solutions designed to bring 'linear-like' transparency to streaming TV, with data analysed by genre, rating, language, show and program, for streamers including Disney, NBCUniversal, Paramount and Prime Video.

The firm provides detailed and enriched data helping to ensure that ads are 'seen by real people in safe and suitable environments', while improving ad spend ROI and yield for publishers. The company was acquired last year by Canada-based private equity firm Novacap, with the deal valuing IASat around $1.9 billion.

The new IAS Total TV services, integrated with the firm's safety and suitability software, promise marketers real-time, publisher enabled content-level transparency measurement, in aggregate across show, program, genre, rating, language, app and platform; and features streamlined workflows, third-party verification, and the ability to measure outcomes against CTV, including quality reach and incremental conversions.

'Transparency is the key to turning CTV impressions into targeted engagement,' says CPO Srishti Gupta (pictured). 'With deep, trusted relationships across leading 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.'

The firm is online at www.integralads.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.