Integral Ad Science ships Total TV, a suite giving CTV advertisers show-level, genre-level and program-level data from Disney, NBCUniversal, Paramount and Prime Video for the first time.
Integral Ad Science launched IAS Total TV on April 27, a measurement suite designed to give connected TV advertisers something they have not had since the shift from linear: program-level transparency.
The platform aggregates show, genre, rating, language and app-level data from Disney, NBCUniversal, Paramount, Prime Video and publishers using Publica. All of it flows into a single view inside IAS Signal, the company's reporting interface.
Why it matters
In linear TV, advertisers always knew which program their ad ran against. In streaming, that visibility disappeared behind walled gardens and fragmented supply chains. Brands buying CTV have been flying partially blind, optimising on reach and frequency without knowing whether their ad aired during a prestige drama or a kids' show rerun.
For Australian marketers increasing CTV allocations, and with the local streaming market now well past the early-adopter phase, this matters. CTV ad spend across APAC is growing faster than any other digital channel. Without program-level transparency, the value proposition of CTV over linear has a hole in it. Total TV fills that hole.
The suite also integrates media quality verification, supply path data and outcome measurement into the same dashboard. That means advertisers can see not just where their ad ran but whether the impression was valid, the supply path was clean and the campaign drove results.
What to do about it
If you are running CTV campaigns through any of the four launch partners, request Total TV reporting from your IAS rep now. Use the program-level data to build exclusion and inclusion lists the same way you would for linear. If your agency is not already using third-party CTV verification, this is the catalyst to start.