B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
83%
83% -- buyers believing human involvement essential for ctv deals for CTV buyers (2025)
83% of buyers believe human involvement remains essential for customizing CTV deals.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
83%
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
95
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Interactive Advertising Bureau (IAB)
Primary
Tier A
https://martechtrend.com/more-than-half-of-ad-buyers-embrace-ai-for-video-creation/ ↗
Source Article
More Than Half of Ad Buyers Embrace AI for Video Creation - martechtrend
Generative AI Gains Ground in Digital Video Advertising
A growing number of ad buyers are turning to generative artificial intelligence (AI) for digital video creation, according to recent findings from the Interactive Advertising Bureau (IAB). The report reveals that over half of advertisers now us…
Original Research
Interactive Advertising Bureau (IAB)
· Original study ↗
Methodology
IAB report
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
CTV buyers: 83% buyers believing human involvement essential for ctv deals. Source: Interactive Advertising Bureau (IAB) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/human-involvement-ctv-deals
HTML Embed
<blockquote cite="https://lighthousedata.io/data/human-involvement-ctv-deals" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>83%</strong> -- buyers believing human involvement essential for ctv deals for CTV buyers<br><small>Source: Interactive Advertising Bureau (IAB) (2025) · <a href="https://lighthousedata.io/data/human-involvement-ctv-deals" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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