"IAS is pitching its product as a way to bring 'linear-like' transparency to streaming. In linear TV, advertisers always knew where their ads ran. But in streaming, that visibility is much harder to come by because media fragmentation and walled garden business structures make show-level data much harder to come by."
"'Every creator wants to work with brands. There's just not enough volume of brands coming in,' said Sam Beres, known as Sambucha to his millions of followers on TikTok and YouTube."
IAS launched Total TV at POSSIBLE, focusing on enhancing transparency in streaming ads. Marketers have long sought clearer visibility similar to linear TV. Media fragmentation complicates access to show-level data. Meanwhile, US advertisers are projected to spend $43.9 billion on sponsored posts, but the growth in creator competition outpaces ad spend growth. Many creators seek brand partnerships, yet most budgets prioritize short-term deals over long-term collaborations.
Read at AdExchanger
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