B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
94%
94% -- advertiser concern rate for US advertisers (2025)
According to an IAB survey, 94% of advertisers expressed concern about the impacts of tariffs on their advertising spending plans for the year ahead.
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
94%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
IAB
Primary
Tier C
https://digitalthriveai.com/en-us/resources/paid-advertising/tariff-turmoil-in-google-ads-see-how-yo… ↗
Source Article
Understanding the Tariff Impact on Digital Advertising
The connection between international trade policy and digital advertising might not seem immediately obvious, but the relationship is profound. When governments implement new tariff regimes, the ripple effects extend beyond manufacturing and ret…
Original Research
IAB
· Original study ↗
Methodology
IAB survey, cited secondhand
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US advertisers: 94% advertiser concern rate. Source: IAB (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/advertisers-tariff-concern-iab
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<blockquote cite="https://lighthousedata.io/data/advertisers-tariff-concern-iab" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>94%</strong> -- advertiser concern rate for US advertisers<br><small>Source: IAB (2025) · <a href="https://lighthousedata.io/data/advertisers-tariff-concern-iab" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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