Supply-side targeting gains 51% of OpenX CTV spend in 2025, from 9%
· 1h ago · Originally reported by PPC Land
Third-party audience data slid from 78% to about 40% of OpenX's SST spend as CTV buyers picked shows by genre. Did OpenX's own deal taxonomy decide the result?
This is the outlet’s own summary while our desk writes an explainer. Read the full story at PPC Land.
Terms in this story
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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