B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
72%
72% -- publishers identifying technical complexity as adoption barrier for publishers (2025)
72% of publishers identified technical complexity as a significant barrier to CAPI adoption in CTV advertising.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
72%
Unit
Percentage
Data Vintage
2025
Entity
Geography
EMEA
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
IAB
Primary
Tier B
https://news.broadcastmediaafrica.com/2025/10/31/new-guide-from-iab-highlights-need-for-standardised… ↗
Source Article
New Guide From IAB Highlights Need For Standardised Measurement In Connected TV Advertising - Broadcast Media Africa
The Interactive Advertising Bureau (IAB) has released a crucial industry guide emphasising the need to adopt new standards for measuring advertising effectiveness on connected TV (CTV). Titled “The Role of CAPI in Closing the Outcome Gap for CTV,” the guide advocates for the integration of Conversio…
Original Research
IAB
· Original study ↗
Methodology
IAB industry-wide survey of brands, agencies, publishers, and tech leaders
Methodology documented
Segmentation
IndustryMedia
RegionEMEA
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
publishers: 72% publishers identifying technical complexity as adoption barrier. Source: IAB (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/capi-publishers-technical-complexity-barrier-2025
HTML Embed
<blockquote cite="https://lighthousedata.io/data/capi-publishers-technical-complexity-barrier-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>72%</strong> -- publishers identifying technical complexity as adoption barrier for publishers<br><small>Source: IAB (2025) · <a href="https://lighthousedata.io/data/capi-publishers-technical-complexity-barrier-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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