MAM
Joydeep Raha promoted as head Initiative Mumbai
MUMBAI: Lintas Media Group has promoted Joydeep Raha as head of Initiative Mumbai, which comes as an additional responsibility. At present, Raha heads Initiative Bangalore as associate vice president.
Describing his new assignment as “exciting, as well as immensely challenging,” Raha, who will be based in Mumbai now, said, “It is indeed a great task to head two branches of one of the country’s most dynamic media service practices. The Group’s knowledge based approach is very satisfying and I look forward to the challenges.”
Initiative president Kartik Iyer in an official statement said, “This year, we hope to take Initiative to new heights. To reach this, it is imperative to maintain the business on a positive path. According to me, Joydeep’s track record at the Bangalore branch makes him most apt for the job.”
Lintas Media Group media services director Lynn de Souza was quoted in the statement as saying, “We are always keen on providing opportunities for our people to grow and benefit. I’m sure this decision will prove correct and enhance Initiative’s move ahead.”
Raha has been with Initiative since October 2003, heading the Bangalore branch. His tenacity and perspective enabled him to bag the Birla 3M (makers of Scotchbrite and Scotchgard), Weekender, IIHT and MV Diabetic accounts last year.
MAM
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.
