MAM
Weekend Unwind with: advertising veteran and author Jayshree Sundar
Mumbai: IndianTelevision.com is kicking off an informal, fun series titled ‘Weekend Unwind with.’ It’s a peek into the mind of corporate executives – akin to a virtual water cooler chat. An attempt to get to know the person behind the title a little better. By having them share their nuggets on life and their mantras to deal with the curveballs that life throws – not necessarily revolving around work life – and sometimes going beyond work.
We set the ball rolling with Jayshree Sundar – an industry veteran with over two decades of illustrious career in advertising, helming agencies such as Leo Burnett and Lintas. Sundar is also a published author of books such as “Don’t Forget 2004: Advertising Secrets of an Impossible Election Victory,” and “The Tambram’s Recipes.”
So here goes…
ü Your mantra for Life – “Make every minute count”
ü A Book you are currently reading – “Deep Focus: Reflections On Cinema by Satyajit Ray”
ü When was the last time you tried something new? – “Started writing books in 2018. I have three published books in four years!”
ü What’s on top of your bucket list? – “To write a web series”
ü Life lesson you learned the hard way – “Don’t judge a book by its cover”
ü What gets you excited about life? – “Road trips into small places”
ü A piece of advice to your younger self? – “To have taken up the many modelling offers which came my way. In short- to experiment more”
ü One thing you would most like to change about the world? – “Hatred based on caste, colour, and religion”
ü Your fitness mantra, especially during the pandemic – “Counting my steps and being active mentally and physically”
ü Your comfort food – “Bengali food”
ü When the chips are down a quote/ philosophy that keeps you going – “This too shall pass”
ü Your guilty pleasure – “A good romantic film”
ü An activity that keeps you motivated/charged during tough times – “Working on my next lecture or analysing and writing about interesting films or events”
ü What lifts your spirits when life gets you down? – “Getting on a call with friends/family and having a good conversation on diverse subjects”
ü Your go-to stress buster – “Listening to a good podcast”
ALSO READ | Indian general election is largest target audience one is ever going to deal with: Jayshree Sundar
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.
