Supply-side targeting rose to 51% of OpenX CTV spend in 2025, up from 9%, as third-party audience data fell to about 40%
TLDR
OpenX's supply-side targeting share of CTV spend rose from 9% to 51% in 2025, while third-party audience data dropped from 78% to about 40% as buyers chose shows by genre.
Supply-side targeting accounted for 51% of OpenX CTV spend in 2025, up from 9%, and third-party audience data's share of that SST spend fell from 78% to about 40% as buyers shifted toward picking shows by genre, PPC Land reports. The piece raises the question of whether OpenX's own deal taxonomy shaped that result.
How we got here: earlier coverage
- Oct 26Streaming Ads Convert at 3.49% vs. 0.69% for Linear TV, iSpot Data Shows
iSpot data across 30 brands shows streaming TV ads converted at 3.49% against 0.69% on linear, while streaming takes 48.7% of US TV ad spend on 21.9% of impressions.
- Oct 22LinkedIn job-title targeting now available for Google DV360 connected TV buys in the US
DV360 buyers can now layer LinkedIn's job title, industry, and seniority targeting onto connected TV campaigns in the US through Microsoft Monetize.
- Oct 21Netflix expands Trade Desk integration with 4 million data segments and new conversion tracking
Netflix added 4 million data segments and a pixel for Trade Desk buyers, plus 20+ conversion events to its conversions API.
- Oct 15OpenX data shows supply-side targeting surged to 37% of ad spend, up from 11% in 2023
OpenX reports supply-side targeting growth to 37% of ad spend based on transaction data and interviews, with CTV use jumping 500%.