Connected TV platforms risk falling behind more measurable digital channels such as search and social unless they rapidly adopt Conversion APIs (CAPI) to bridge the industry’s growing “outcome gap,” according to a new Interactive Advertising Bureau (IAB) report.
The study, The Role of Conversion API in Closing the Outcome Gap for CTV, argues that server-to-server data flows are now essential for advertisers seeking proof of performance in an era of privacy regulations and signal loss.
Without CAPI, the IAB warns, CTV platforms “can’t reliably connect ad exposure to outcomes,” risking a loss of performance budgets to channels that offer clearer return on investment.