IAS launches Total TV to deliver program-level CTV measurement across major streaming platforms

Integral Ad Science has introduced a new connected TV measurement suite designed to provide advertisers with more granular visibility into where their campaigns run across streaming environments.

The product, called IAS Total TV, aggregates program-level data—including show, genre, rating, and language—across major platforms such as Amazon Prime Video, Disney, NBCUniversal, and Paramount, as well as publishers using the Publica ad server. The offering is integrated into IAS’s Signal reporting platform, combining content insights, media quality metrics, supply path data, and campaign outcomes in a single interface.

As CTV continues to scale, advertisers have faced challenges in tracking performance due to fragmented inventory and limited transparency across platforms. Unlike traditional linear television, where ad placements are tied to specific programs and time slots, streaming environments often lack consistent visibility into content-level placement.

IAS Total TV is positioned to bridge that gap by enabling advertisers to access real-time reporting at the program and content level. This includes the ability to analyze performance across different shows and genres while maintaining a consolidated view across multiple streaming services.

The platform introduces both pre-bid and post-campaign capabilities. Advertisers can apply contextual targeting controls before bidding to align campaigns with specific content environments. After delivery, measurement tools allow for evaluation of metrics such as quality reach and incremental conversions.

In addition, IAS’s verification systems are embedded into the suite, offering device-level validation and detection of invalid traffic. These controls are designed to ensure ads are delivered within brand-suitable environments and reach intended audiences.

The launch comes as CTV ad investment continues to increase. Industry data indicates that a majority of advertisers plan to expand spending in the channel, while ad-supported viewing now represents a significant portion of total TV consumption. Streaming formats—including ad-supported video-on-demand and free ad-supported TV—account for a growing share of that audience.

This shift has intensified demand for measurement tools that can match the accountability standards of traditional television while accommodating the complexity of digital delivery systems.