MAM
Jayesh Ravindranath joins Triton as executive director
MUMBAI: Triton Communications has announced the appointment of Jayesh Ravindranath as executive director, Triton Communications, Mumbai. He will assume office from 2 June. Prior to joining Triton, Ravindranath was senior VP at Lowe (Lintas).
Triton Communications director Ali Merchant said: “Jayesh brings a wealth of experience to his new assignment. His impressive background in brand management and strategic planning provide strength as we address the opportunities and challenges that await our business in the coming year.”
Ravindranath has worked with agencies such as Grey Worldwide (Singapore), J Walter Thompson (Middle East), Saatchi & Saatchi and Leo Burnett. He has over 20 years of brand building and marketing communications experience having worked on brands such as Unilever’s Clinic Plus, Omo, Lux and Organics, P&G’s Vicks, Whisper and Pantene, SmithKline Beecham’s Horlicks, Wrigleys, DeBeers, Citibank, Audi, Philips Domestic Appliances.
Ravindranath will fill in the shoes of Marzin R Shroff who spent seven years with the Triton Group. Shroff now moves on to join one of Triton’s clients Suashish Diamonds.
Formed 12 years ago, Triton Communications has grown into a Rs 2.5 billion group, by offering integrated marketing services to many clients in the industry like Eureka Forbes, Samsung India, Honda, Marico, Adani Wilmar, Triumph Distillers & Vintners, Bajaj Tempo (tractors), Dupont India, Outlook Magazine, Overnite Express, Uppal’s Orchid, Sanghi Cements and Zydus Cadila.
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.
