IAB：2025年数字视频广告支出与战略报告（英文版）

Although content quality is the top criteria in TV/video buys, failureto deliver outcomes is what limitsdeals with streaming partners.When investing, TV/video buyersprioritize perceived content qualityabove all other considerations, incl.,targeting, reach, and efficiency. Yet,failure to deliver business outcomesis the #1 reason buyers reduce orremove spend with a partner.