IAS’s Total TV Looks to Recreate Benefits of Linear

For all the advantages connected TV has as a marketing medium–mostly better targeting, interactive creative and accountability–a lot of effort is being made to make it look more like linear TV.

Linear TV’s big advantage is familiarity among advertisers and buyers. But transparency is also a big issue. With linear TV, advertisers knew exactly what they were getting, most content was (and is) brand friendly and the risk of fraud was low. The same cannot always be said when you venture out into CTV, where some precincts have wild-west rules.

While billions of dollars have flowed into CTV, the rate of change has lagged the shift of eyeballs to streaming because brands do not believe they are getting a clear accounting that they are getting the premium, relevant content for which they are paying high prices on a cost-per-thousand viewers basis.

With all that in mind, the folks at Integral Ad Science say they are introducing IAS Total TV, which the company claims is “designed specifically to bring ‘linear-like’ transparency to streaming TV.”

What that means is Total TV lets marketers know what they’re buying with genre, rating, language, show and program-level data about content from big publishers such as Disney, NBCUniversal, Paramount and Amazon Prime Video from Publica.

It also integrates content insights, media quality, supply path and outcomes into a unified view within the IAS Signal user interface.

IAS says that lets advertisers choose when and how they want their advertising to run alongside CTV content, so they get environments that are relevant and suitable for their brands.

“Transparency is the key to turning CTV impressions into targeted engagement,” said Srishti Gupta, chief product officer at Integral Ad Science. “With deep, trusted relationships across leading CTV streamers and broadcasters, IAS is bringing greater visibility and accountability to the ecosystem. IAS Total TV serves as a visibility engine between buyers and sellers, delivering the transparency, control and validation advertisers need to ensure their campaigns run in high-quality, relevant and brand-suitable environments that drive real outcomes.”

IAS says Total TV also measures outcomes against CTV including quality reach and incremental conversions, and streamlines workflows with seamless, cross-channel suitability controls while also using IAS’s core verification products that provide device verification, enhanced IVT and viewability data.

“As advertisers continue to double down on connected TV, the need for greater visibility and performance insight has never been more important,” said Dana McGraw, senior VP, data and measurement science at Disney Advertising. “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.”

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Everyone seems to have a podcast. And advertisers want to reach the huge number of people who listen to (and watch) podcasts.

Data and measurement are keys to selling ad time on podcasts and a new deal between Nielsen and Triton Digital is designed to help brands plan, optimize and compare podcasts, as well as compare advertising on podcasts to investments in other media.

As part of the deal, Triton Digital Podcast Metrics Demos+ will be integrated into Nielsen Media Impact, Nielsen’s cross-media planning tool.

“Our collaboration with Triton Digital makes it easier for advertisers to evaluate and plan podcasts alongside, and with the same level of precision, comparability and confidence as other media channels, delivering a critical need,” said Rich Tunkel, Managing Director, Nielsen Audio.

Nielsen also will serve as the primary sales representative for Triton Digital’s podcast measurement in the U.S.

“Podcasting delivers a unique combination of scale, intimacy and attention that few other channels can match,” said John Rosso, CEO, Triton Digital. “Triton has built the industry’s most complete podcast measurement offerings, with the scale, granularity and utility the market increasingly demands. Together with Nielsen, we’re unlocking the value and capabilities podcasts deliver in a modern media plan.”

According to Triton Digital’s U.S. Podcast Ranker, the No. 1 podcast based on downloads in March was Stuff You Should Know (iHeart Audience Network), followed by Pod Save America (Audioboom) at #2 and The Dan Bongino Show (Cumulus Podcast Network) at #3.

The top sales network in March was iHeart Audience Network with 71.5 million average weekly downloads. No. 2 was Audioboom with 16.3 million and No. 3 was Cumulus Podcast Network (3.6 million).

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Roku said it is combining sales data and advertising inventory into a single package to help brands get better outcomes.

The data comes from retailers including Best Buy Ads, Criteo, Fandango, Fetch, Instacart and Kroger.

The package is powered by Magnite’s SpringServe technology and the Roku Exchange infrastructure for TV. Roku says it operates like an outcomes channel, combining scale, data and precision.

“Our partnership with Roku is a key pillar of our full funnel strategy, allowing us to position CTV for reach and conversion, backed by our audience graph of more than 200 million customers,” said Lisa Valentino, president of Best Buy Ads. “By combining Roku’s scale with Best Buy’s first-party data and holistic measurement capabilities, we’re driving awareness and consideration with clear visibility into downstream impact.”