IAS launches Total TV suite for 'linear-like' CTV transparency
Key Questions
What is the IAS Total TV suite?
The Integral Ad Science (IAS) Total TV suite provides 'linear-like' transparency for CTV by delivering show, genre, and program data. It is integrated into IAS Signal for improved quality and outcomes measurement. This counters CTV fragmentation and opacity.
Which CTV platforms does IAS Total TV cover?
IAS Total TV delivers data on major platforms including Prime Video, Disney, NBCU, and Paramount. It aims to provide consistent transparency across these environments. This helps address issues like home screen PMPs and fragmentation.
How does IAS Total TV integrate with other tools?
It integrates into IAS Signal to enhance quality and outcomes measurement in CTV. DSPs and SSPs are assessing it alongside pre-bid tools amid pushes from DV TikTok MRC, HUMAN viewability, and TVision. This supports better transparency versus CTV challenges.
IAS Total TV delivers show/genre/program data on Prime/Disney/NBCU/Paramount etc., integrated into Signal for quality/outcomes. Counters CTV fragmentation/opacity amid DV TikTok MRC, HUMAN viewability, TVision pushes; DSP/SSPs assess pre-bid tools vs home screen PMPs.