Connected TV has become the fastest-moving target in digital advertising—and one of the hardest to track. As budgets pour into streaming platforms, marketers are facing a familiar problem: spend is rising faster than visibility.
BIScience, the company behind AdClarity, is aiming to close that gap. The firm has announced Ad Intelligence for Connected TV (CTV) as a newly supported media type for the U.S. market, bringing streaming environments into AdClarity’s cross-media intelligence platform.
The move reflects a broader shift in ad tech. As CTV transitions from experimental channel to core line item, advertisers are demanding the same level of competitive insight they already expect in display, social, and search.
Why CTV Intelligence Has Lagged Behind
CTV advertising has grown rapidly, but measurement and transparency have struggled to keep pace. Fragmented platforms, limited disclosure from streaming services, and inconsistent reporting standards have left advertisers with partial views of where ads appear and how competitors are spending.
Unlike traditional digital channels, CTV lacks a centralized reporting layer. Each platform operates with its own data constraints, making cross-app comparisons difficult. That has left agencies relying on a mix of publisher reports, modeled estimates, and manual analysis.
AdClarity’s expansion into CTV is designed to address that fragmentation by pulling OTT environments into a unified, cross-media view.
A Panel-Based Approach at Scale
AdClarity’s CTV measurement is powered by a smart TV panel of 2 million U.S. devices, combined with 7 million mobile and desktop streaming devices. That scale matters.
Panel-based intelligence allows BIScience to observe real ad delivery across streaming environments rather than infer activity from bid streams or modeled assumptions. The result is visibility into who is advertising, where ads appear, how frequently they run, and how messaging changes over time.
This data feeds directly into AdClarity’s existing AI-powered platform, enabling real-time insights rather than retrospective reports.
Coverage Across Major Streaming Platforms
The new CTV capability covers 40 national and local U.S. CTV apps, spanning smart TV, mobile, and desktop streaming environments. Supported platforms include major services such as Amazon Prime Video, Disney+, and YouTube TV, along with a wide range of ad-supported streaming destinations.
The platform supports both national and local CTV and AVOD advertising, allowing brands and agencies to track activity at scale or drill down by Designated Market Area (DMA).
This local visibility is especially relevant as more advertisers use CTV for regional campaigns—something that has historically been difficult to monitor outside of linear TV.
From Visibility to Competitive Intelligence
AdClarity’s pitch goes beyond simple monitoring. The platform is designed to surface competitive patterns that can inform strategy in near real time.
Marketers can analyze:
- Which advertisers are increasing or pulling back spend
- How frequently competitors run ads on specific platforms
- Which creative messages appear most often in CTV campaigns
- Where new ad formats or placements are emerging
This kind of intelligence has long been standard in display and search. Bringing it into CTV reflects how streaming is maturing into a performance-oriented channel rather than a branding-only experiment.
Unified Reporting Across Channels
One of the most practical benefits of the expansion is unified reporting across media types. AdClarity already supports display, video, social, and mobile. Adding CTV allows teams to compare performance and placement strategies across channels inside a single interface.
This matters as marketers rethink channel silos. CTV rarely operates alone; it often complements paid social, online video, and mobile campaigns. Without a unified view, identifying gaps or redundancies becomes guesswork.
With CTV data integrated, teams can spot:
- Overlapping frequency across channels
- Underutilized placements relative to competitors
- Messaging inconsistencies between streaming and digital video
That insight helps advertisers build more coherent cross-channel strategies rather than treating CTV as a standalone buy.
Creative and Audience Insights in Streaming
Another key feature is creative intelligence for CTV ads. AdClarity allows users to review competitor creative, messaging, and positioning across streaming environments.
This is particularly valuable in OTT, where creative rotation and frequency can significantly affect performance. Seeing how competitors structure messaging—whether they favor short-form spots, longer storytelling formats, or localized creative—helps brands refine their own approach.
Audience insights further show which demographics and markets are being targeted most aggressively, offering clues into where competition is intensifying.
Real-Time Intelligence in a Fast-Moving Market
CTV ad spend is still growing at a double-digit pace in the U.S., according to forecasts from Insider Intelligence (eMarketer). As budgets shift from linear TV to streaming, timing becomes critical.
Unlike traditional upfront buying cycles, CTV allows for more dynamic optimization. But that flexibility only works if advertisers can see what’s happening in the market as it happens.
AdClarity’s real-time CTV intelligence is designed to support that need, giving teams the ability to react to changes in competitive behavior rather than discovering them weeks later.
The Strategic Context
The expansion comes as CTV faces growing scrutiny around efficiency and measurement. Advertisers want transparency, publishers want premium pricing, and platforms are navigating privacy and identity challenges.
Tools that offer independent intelligence—rather than platform-reported metrics—are gaining relevance. AdClarity positions itself as a neutral observer, helping brands and agencies understand the market without relying solely on self-reported data from streaming platforms.
That positioning aligns with a broader trend in ad tech: the rise of intelligence layers that sit above buying and selling infrastructure.
Product Perspective
Dorit Kaplan, VP of Product and Strategy at BIScience, framed the launch around urgency. As advertisers move budgets into streaming, she argues, they need clarity to move quickly.
Ad Intelligence for CTV is designed to give teams an actionable view of where money is going, how competitors behave, and which strategies appear to be working—all without waiting for end-of-quarter reports.
What This Means for Advertisers
For brands and agencies already using AdClarity, the addition of CTV fills a critical blind spot. Streaming is no longer optional, and intelligence gaps can quickly translate into wasted spend or missed opportunities.
For the broader market, the launch underscores how CTV is evolving. What was once treated like digital TV is now being measured, optimized, and benchmarked like digital media.
As streaming continues to absorb larger shares of ad budgets, tools that bring transparency and speed to decision-making will likely define the next phase of CTV’s growth.
