India’s digital advertising landscape is being reshaped by AI, programmatic buying, connected TV, and the rise of retail media. As marketers divert budgets from traditional TV toward digital platforms, demand is growing for automated, AI-driven ad buying and targeting. The convergence is creating a faster, more data-led market where campaigns can be optimized in real time.
Integral Ad Science (IAS) has launched IAS Total TV to bring “linear-like” transparency to connected TV advertising. The solution is designed to show marketers where their ads appear across major streaming platforms, while delivering a unified view of campaign performance and brand safety—addressing growing demand for visibility as streaming ad budgets rise.
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