A new report from OpenX indicates that supply-side targeting (SST) spend doubled in 2025, with CTV-specific spend increasing 500% since 2022. The data suggests a shift among buyers toward utilizing predictive modeling and data fidelity tools directly within SSPs rather than relying on traditional inventory curation.
The rapid growth in supply-side targeting spend indicates that streaming buyers are prioritizing data fidelity by moving decisioning closer to the impression source. By utilizing predictive modeling and content signals like genre or rating directly within the SSP, advertisers can bypass the vagueness of traditional curation for more precise audience reach. This shift forces a technical evolution in the streaming ecosystem, where SSPs must function as intelligence layers rather than simple inventory pipes. As buyers increasingly demand measurement tied to real-world outcomes, watch for whether DSPs respond by deepening their own supply-side integrations or if the power dynamic shifts permanently toward those controlling the publisher-side data.
Supply-side targeting spend doubled in 2025 as advertisers shift toward predictive modeling and intelligence-based buying. This trend, highlighted by a 500% surge in CTV-specific spend since 2022, shows buyers moving decisioning closer to the publisher source. This evolution forces SSPs to act as intelligence layers to meet demands for real-world outcome measurement.
According to OpenX, supply-side targeting spend doubled year-over-year in 2025, with the share of total spend growing from 11% in Q4 2023 to 37% by Q4 2024.
CTV-specific spend using supply-side intelligence tools increased by 500% between the first half of 2022 and the first half of 2025.
Advertisers are prioritizing data fidelity by moving decisioning closer to the impression source, allowing them to use predictive modeling and content signals to achieve more precise audience reach.
Yes, measurement tools were included in 17% of 2025 deals to help advertisers validate real-world outcomes and physical behaviors.
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