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# OpenX report: supply-side targeting hit 51% of CTV spend in 2025, up from 9%
- URL: https://www.medianexis.com/openx-report-supply-side-targeting-hit-51-of-ctv-spend-in-2025-up-from-9/
- Published: 2026-11-02T15:20:51.000Z
- Updated: 2026-11-02T15:20:52.000Z
- Description: PPC Land’s Luis Rijo reports that OpenX’s first annual supply-side intelligence report shows supply-side targeting reached 51% of connected TV deal spend on its U.S. marketplace in 2025, up from 9% in 2022, while third-party audience data fell from 78% to roughly 40% of targeted-deal spend.
- Author: The Signals Desk
- Tags: Ad-tech, Luis Rijo, OpenX CTV supply-side targeting growth report

*Signal from* [*ppc.land*](https://ppc.land/?ref=medianexis.com) *·* [*Luis Rijo*](https://www.medianexis.com/tag/by-luis-rijo/) *·* [*read the original*](https://ppc.land/supply-side-targeting-gains-51-of-openx-ctv-spend-in-2025-from-9/?ref=medianexis.com)*.*