MAM
NDTV 24*7 co-sponsors Dr Lester Thurow strategy summit
MUMBAI: English news channel NDTV 24*7 is the television partner for the indiatimes strategy summit that will showcase leading management guru Dr Lester Thurow.
Dr Thurow, the world’s leading authority on international markets and global competitiveness, will address registered invitees in New Delhi (Maurya Sheraton) on 20 August; and Mumbai (Hyatt Regency) on 22 August 2003.
Dr Thurow will talk about globalisation in transition: the power shift to knowledge based individuals, companies and nations. He will discuss ways to take advantage of global opportunities; and to create a sustainable competitive advantage in the emerging economic scenario.
A renowned economist and global scenario plotter, Dr Thurow is the Dean-Emeritus at MIT’s Sloan School of Management. He has been a professor of management and economics at MIT for more than 30 years. He has been an economics columnist for many national and international publications including The New York Times, The Boston Globe, Newsweek and Nikkei Business Japan. Professor Thurow is also a renowned CNN journalist.
Professor Thurow has been rated among the top three economists in the Accenture Ratings of Top 50 management gurus and business intellectuals of the world (the most widely acclaimed guide on business gurus), published in January 2003. He is the author of best-sellers such as The Zero Sum Society, Head to Head and Building wealth. He is on the board of leading global corporations.
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.
