OpenX report: supply-side targeting hit 51% of CTV spend in 2025, up from 9%

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.

Signal from ppc.land · Luis Rijo · read the original.

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