For years, media buyers have poured premium dollars into connected TV environments, essentially crossing their fingers and hoping their expensive campaigns do not end up running next to a show that makes their brand manager weep.
Now, Integral Ad Science has found a way to turn the lights on.
The global measurement giant has launched IAS Total TV. This new suite of solutions gives marketers the “linear-like” transparency they have begged for in the streaming era.
The tool unlocks show, genre, and rating data across heavyweights like Disney, NBCUniversal, Paramount, and Prime Video, plus a host of opted-in publishers using Publica.
Ending the blind buy
According to Nielsen data from late 2025, ad-supported viewing now makes up 74.2% of all television consumption in the US.
Streaming accounts for nearly half of that pie at 45.6%. Despite these massive audiences, media buyers often struggle to access a unified and reliable source of truth regarding exactly where their high-CPM ads actually land.
Stitching together siloed data to prove the value of premium spend remains a massive headache for the industry.
The high cost of the channel makes wasting budgets on unsuitable content or non-CTV devices a fireable offence.
Disney Advertising senior vice president of data and measurement science Dana McGraw noted the launch brings much-needed accountability to the space. “As advertisers continue to double down on connected TV, the need for greater visibility and performance insight has never been more important,” McGraw said. “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.”
The streaming safety net
The new Total TV tool funnels content insights, media quality, supply path, and outcomes into a unified dashboard within the IAS Signal platform.
This setup allows advertisers to dictate exactly when and how their advertising runs alongside CTV content.
Integral Ad Science chief product officer Srishti Gupta framed the tool as a critical visibility engine between buyers and sellers. “Transparency is the key to turning CTV impressions into targeted engagement,” Gupta said. “With deep, trusted relationships across leading CTV streamers and broadcasters, IAS is bringing greater visibility and accountability to the ecosystem.”
Marketers can now benefit from third-party verification that enables pre-bid actionability. IAS continues to safeguard publisher data in a privacy-safe manner to drive growth for the broader ecosystem.
Feature image- IAS: supplied.