Supply-Side Targeting Gains Traction in Programmatic Ads

Data through 2025 shows 37% of programmatic spend now utilizes supply-side targeting across advertising markets.

Updated on Oct. 25, 2026 in Advertising

Isometric editorial illustration of a fiber optic junction box with glowing light strands in a clean, minimalist industrial setting. — Data through 2025 shows 37% of programmatic advertising spend now relies on supply-side targeting to navigate infrastructure bottlenecks and improve inventory access. AI Illustration. Upload story photo >

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Marketplace data from 2022 through 2025 shows that 37% of total programmatic advertising spend now relies on supply-side targeting. This shift helps buyers navigate infrastructure bottlenecks by allowing them to evaluate all available inventory.

Why it matters

Supply-side targeting allows buyers to overcome query-per-second constraints that prevent demand-side platforms from evaluating all ad requests. This approach provides better visibility into inventory quality and stronger content signals for advertisers.

OpenX marketplace data reveals that 51% of connected television spend now utilizes supply-side targeting. The platform currently maintains a footprint of over 242 million monthly unique viewers in the United States.

The players

OpenX

OpenX is an independent advertising technology company that provides a global exchange for programmatic advertising.

The details

By shifting targeting to the supply side, buyers can apply deal IDs within standard workflows to access inventory that was previously unreachable. This method is particularly prevalent in the CTV space, where OpenX launched specialized attention targeting in March 2026.

The tracked exchange activity occurred between 2022 and 2025.
OpenX launched attention targeting for CTV in March 2026.
US digital video ad spend is projected to exceed $80 billion in 2026.

Market Landscape

This transition to supply-side targeting reflects a broader industry movement toward efficiency as digital video budgets continue to climb. It positions platforms to better compete with traditional television spending, which eMarketer forecasts will be surpassed by CTV upfronts in 2026.

As more advertisers shift to supply-side targeting, brands may see improved access to premium connected television inventory and better ad performance. Consumers will likely encounter ads that are increasingly tailored to the content they are streaming on their favorite devices.

The takeaway

Advertisers should consider evaluating their current programmatic workflows to see if supply-side targeting can resolve existing reach limitations. This shift marks a permanent change in how digital ad inventory is bought and sold at scale.