OpenX released a report indicating that supply-side targeting (SST) spend doubled in 2025, with a 500% increase in CTV-related SST spend since 2022. The data highlights a shift among media buyers toward utilizing SSP-level intelligence and predictive models rather than traditional inventory curation.
The doubling of supply-side targeting spend indicates a fundamental shift in the programmatic stack, where intelligence is moving from the demand side to the supply source. By utilizing SSP-level predictive models and content signals like genre or rating, buyers are bypassing the limitations of vague 'curation' to achieve higher data fidelity. For the streaming ecosystem, this transition suggests that SSPs are becoming active decisioning partners rather than passive inventory pipes. This shift helps publishers extract more value from premium CTV inventory while providing buyers with better measurement against physical behaviors. Watch for whether this trend forces DSPs to integrate more deeply with SSP intelligence layers to maintain their role in the attribution chain.
Supply-side targeting spend doubled in 2025 as media buyers transitioned from basic inventory curation to predictive modeling. This shift allows agencies to apply audience data and quality signals directly at the publisher source. For the streaming ecosystem, this indicates that SSPs are evolving into active decisioning partners for premium CTV inventory.
According to OpenX, supply-side targeting spend doubled year-over-year in 2025.
CTV-related supply-side targeting spend saw a 500% increase between the first half of 2022 and the first half of 2025.
Supply-side targeting (SST) reached a 37% share of total spend in Q4 2025, a significant increase from 11% two years prior.
Buyers are shifting to SSP-level models to bypass the limitations of vague inventory curation, allowing them to achieve higher data fidelity by applying audience data and content signals closer to the publisher source.
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