Linear-like transparency will give buyers confidence to scale CTV investments, says IAS
Connected TV buyers are being promised linear-like transparency of where their ads are placed – reversing the signal loss that often accompanies migration from broadcast linear TV to streaming.
Integral Ad Science, the media measurement and optimisation platform provider, has launched IAS Total TV to provide real-time publisher-enabled content-level transparency measurement.
This product indicates genre, age rating, language, channel classification, title and programme-level data.
“Think of it as linear TV sponsorship logic running at programmatic scale,” declares Srishti Gupta, chief product officer at Integral Ad Science (IAS) (pictured).
IAS works directly with broadcasters through their app or ad server to help unlock what it calls ‘direct-from-the-source’ data granularity.
Streaming partners include Disney, NBCUniversal, Paramount Prime Video and other opted-in publishers using the Publica ad server and CTV ad platform.
According to Gupta, advertisers investing in CTV may typically know the app where ads run, but lack a reliable way of knowing which genres or shows they appear against.
“Something we’ve heard from clients is that even buyers who thought they were protected — by purchasing through private marketplaces [PMP] or direct deals, for example — faced hidden risks.
“Bundled apps and audience extension inventory meant ads could end up in completely unexpected environments with limited visibility.
“For something like language targeting, a buyer could specify intent but had no independent way to verify what they received across publishers.”
IAS characterises its new solution as a visibility engine between buyers and sellers.
IAS Total TV standardises signals across publishers, so a classification means the same thing everywhere. The solution verifies the environment and content where ads were shown, so buyers do not rely on self-reported publisher definitions.
Creating consistency
“This creates consistency across the CTV landscape,” explains Gupta.
“Think of it as the independent measurement that sits across your buy, regardless of which publishers you work with.
“If a buyer is running a direct deal with a major AVOD service, or a PMP through a leading FAST app, IAS Total TV independently confirms that the content signals delivered matched what was agreed.”
In a simple example, a buyer could confirm their ad ran alongside a nature documentary series on a premium publisher. Before they would have known it ran somewhere in the streaming service, according to Gupta.
“It gives buyers the confidence that the buy performed as intended, and the confidence to scale their CTV investments,” she continues.
“Right now, a significant portion of CTV and digital video inventory runs through environments where this independent verification does not exist.”
Advertisers gain some of the control they enjoy in broadcast linear TV buys, enabling them to target content affinities.
An automotive brand launching an SUV can seek adventure and motoring content, rather than cooking shows. If a financial services brand wants audiences in a considered mindset, they can position against news and documentaries.
A brand running a French-language creative in a multilingual market like Switzerland can ensure the ad only reaches viewers watching French-language content.
Gupta says a publisher might provide these insights directly, but then multiple reports would need to be stitched together.
“Different publishers would have different taxonomies, and there is no consistent standard to compare them.”
According to IAS, there are two main use cases for brands when harnessing IAS Total TV: risk avoidance and seeking relevance.
Gupta says richer context signals allow brands to make informed decisions about which programming is brand-safe and suitable.
“Buyers have essentially been operating on trust and hope rather than independently validated data,” she claims.
Dana McGraw, SVP, data and measurement science at Disney Advertising, says IAS Total TV brings greater confidence and accountability to the CTV ecosystem.
“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,” she confirms.