OpenX reports that 37% of programmatic spend now utilizes supply-side targeting, with adoption in connected television reaching 51%. The shift is driven by buyer efforts to bypass DSP infrastructure limitations and gain better access to content-level signals.
The migration of targeting logic to the supply side addresses a critical technical bottleneck where DSPs fail to process the full volume of available streaming impressions. By moving closer to the publisher, buyers gain access to granular content signals like genre and live-status that are often lost in traditional programmatic paths. This shift suggests a maturing CTV market where advertisers prioritize signal fidelity and direct supply access over centralized DSP control. As digital video spend is projected to exceed $80 billion in 2026, watch for whether other major SSPs launch similar 'appointment viewing' packages to compete for these high-value living room impressions.
Supply-side targeting adoption has reached 51% in connected television, significantly outpacing the 37% average across all programmatic formats. This shift allows advertisers to bypass DSP infrastructure constraints, gaining direct access to granular content signals and high-attention inventory. By moving targeting upstream, buyers ensure better visibility into streaming impressions and publisher data.
Supply-side targeting currently accounts for 37% of total programmatic spend across all formats.
Buyers are moving upstream to bypass DSP queries-per-second constraints that limit visibility into available ad requests and to access granular content-level signals.
TV by OpenX is a platform initiative that packages attention-based targeting, co-viewing data, and show-level signals through standard deal ID workflows.
The partnership enables real-time activation against high-attention inventory, reaching a footprint of 242 million monthly unique US viewers.
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