""As advertisers continue to double down on connected TV, the need for greater visibility and performance insight has never been more important. 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, bringing greater confidence and accountability clarity to the CTV ecosystem.""
""According to Nielsen, as of Q4 2025, 74.2% of all US TV viewing is ad-supported. Of that, streaming accounts for nearly half (45.6%) - the largest share of any medium, ahead of traditional TV.""
""Media buyers have followed viewers and are pouring premium dollars into the CTV ecosystem, yet are unable to access a unified and reliable source of truth for what shows and programs their ads are running against at scale.""
IAS Total TV is a new suite of connected TV solutions that provides marketers with detailed data on genre, ratings, language, and show-level insights from major platforms. It integrates various content insights and media quality metrics into a unified interface, allowing advertisers to manage their campaigns effectively. With a significant portion of US TV viewing being ad-supported, the need for reliable data in the CTV space is critical for marketers to optimize their advertising spend and ensure brand safety.
Read at Exchangewire
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