MAM
YourStory’s Ashish Rana joins IdeateLabs as business head
MUMBAI: Ashish Rana has joined IdeateLabs, a full service digital marketing company, as the business head at its Mumbai office. His key responsibilities include prospecting new clients, planning and co-ordinating the implementation of business plans, establishing connections with the external stake holders, forging new deals and growing new business opportunities.
His expertise lies in the fields of marketing, branding, communications, strategy & operations, consumer research and project management. He has worked with renowned companies like Star India, FoodFood, Network18 & OMS (Mudra Max, Part of DDB Group). Rana was the Strategy and Operations Head at YourStory Media and was responsible for planning and implementing organizational strategy, sales and events, in his last assignment.
On this latest development, IdeateLabs director Vrutika Dawda said, “Team Ideate is extremely delighted to have Ashish on board. He will play a crucial role in enhancing and growing our business and the brands associated with us. With his extensive business network and interpersonal skills, we look forward to a successful association and a great future. I look forward to Ashish working closely with me and other senior management members in Ideate and contributing to our vision of dynamic and integrated brand solutions for our clients.”
Commenting on the potential of the rapidly evolving digital marketing industry, Rana said, ‘’Having worked with some of the best organisations, I look forward to contributing my skills and expertise to my team and IdeateLabs. Having worked for more than a decade with electronic media, I am very excited to work on a blend of electronic and digital marketing solutions for various brands across the country. I’m looking forward to taking IdeateLabs to the next level and creating yet another success story.’’
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.
