MAM
Maxus elevates Sanchayeeta Verma to Managing Partner
MUMBAI: Maxus, the country’s leading media investments firm today announced the promotion of Sanchayeeta Verma as Managing Partner, Maxus South India& South Asia. She joined Maxus in 2009 as head of the Bangalore office. Over the years she has successfully managed the Bangalore operations and established the Kerala set-up. She helped the team bring in some key clients such as Wipro, Tata Tea, RedBus.com, Google, Myntra.com, Manapuram, Kerala Tourism (for digital) into the Maxus fold. Sanchayeeta has been key architect in driving the entertainment & sports programming, digital and activation agenda for all Maxus clients in the Southern region. Under her stewardship, Maxus won the agency of the year title in Ad Club Bangalore awards for 4 years in a row.
Speaking on her appointment, Kartik Sharma, Managing Director, Maxus South Asia said, “Sanchayeeta is one of our star Maxusites. A team player to the core, her sharp strategic thinking and keen sense of innovation keeps her and her team at the cutting edge of media investments and planning. We wish her all the best for her future endeavors at Maxus.”
Upon her appointment Sanchayeeta Verma, Managing Partner, Maxus said, “The effort till now has been to put together a formidable setup, be it in terms of the clients we handle, the work we do and most importantly the rich and diverse talent pool. Going forward the biggest thrust will be on making our clients future ready. The future of media is about choreographing convergence between traditional, digital and experiential media, content & data being the epicenter of it all. To survive today’s complex, always under stress market conditions, brands need to master how to navigate the same. Maxus is best poised to lean into change towards this exciting new future and I look forward to it!”
Sancheyeeta has been with the GroupM system for over 10 years, earlier with Mindshare.
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.
