Guide Empowers Advertisers, Publishers, and Platforms to Make CTV Scalable, Accountable, Outcome-Driven; Two-Thirds of Advertisers Improved ROAS After Implementing CAPI NEW YORK, Oct. 30, 2025 ...
The Interactive Advertising Bureau (IAB) has released The Role of CAPI in Closing the Outcome Gap for CTV, an industry guide that defines how Conversion APIs (CAPI) can unlock the full performance ...
CAPI implementation in CTV has been inconsistent due to fragmentation, limited identifiers, and technical barriers. Yet when implemented correctly, CAPI enables secure, server-to-server data sharing ...
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