MAM
Maximize tags Titan planning AoR
MUMBAI: Last Wednesday – 24 March 2004 – GroupM’s Maximize announced it had won the media AoR business of Britannia. Close on the heels of that win, exactly a week later, the agency has bagged another prestigious account, the planning AoR of watch major Titan, which becomes effective from 1 April 2004.
Maximize’s new managing director CVL Srinivas, who joined the agency earlier this year, is certainly not letting any grass grow under his feet looks like. Srinivas has been instrumental in winning both the Titan and Britannia AoRs.
In a multi agency pitch that involved Madison, The Media Edge, Maximize and Carat; Maximize emerged the winner and will be handling the planning for three watch brands – Titan, Tanishq and Sonata.
The Titan AoR, which is currently being handled by Initiative Media, is pegged at Rs 250 million.
On being asked what gave Maximize the upper hand in the multi agency pitch, Srinivas said, “We offered the client a holistic solution that combined traditional and non traditional media. Additionally, using our propriety research tool – 3D – we were able to come up with very specific solutions in the watch brand category. These two combined is what swung the account in our favour.”
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.
