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Avian Media launches new financial vertical
MUMBAI: Avian Media, a specialist communications consultancy, has launched a specialised financial communications practice.
Dedicated to supporting the investor relations and public relations needs of financial services companies, the company has appointed Mehul Mehta as the group business director to head the vertical.
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On the new vertical, Avian Media, CEO and business partner Nitin Mantri said, ‘The setting up of a dedicated financial communications practice is a logical and strategic next step for us. The new initiative leverages Avian Media‘s expertise and experience, including deep and varied industry knowledge, to offer clients innovative and result-oriented strategic communications campaigns. We are delighted to welcome Mehul on board to spearhead this exciting new vertical. His extensive experience in the IR and BFSI sector coupled with our experience in corporate PR, ideally positions this practice for growth and success.”
A chartered accountant by qualification, Mehul has over 16 years of professional experience. He started his career as an equity research analyst with KenSource Information Services, after which he set up a company to deal with perception mapping for the Investor Community. Before joining Avian Media, Mehul was the Director at a research agency focusing on ‘Investor behaviour’.
Commenting on his appointment, Mehta, said, “I look forward to developing and growing Avian Media’s financial services offering.The BFSI company’s need fresh thinking and strategic counselling while communicating with different set of stakeholders. Building on from Avian Media’s extensive expertise across various sectors, through this new offering, we hope to bring clients, deep insights and result-oriented financial communications campaigns.”
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IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
