Supply-Side Targeting Accounts for 37% of Programmatic Ad Spend
· 3h ago · Originally reported by Beet.TV
Recent data reveals that over a third of programmatic advertising spend is now managed through supply-side targeting, marking a shift from traditional demand-side platform controls. This trend indicates a significant change in how targeting decisions are made within the programmatic ecosystem.
Why it matters
This matters because it signals a power shift in digital advertising, with supply-side platforms gaining more influence over targeting and campaign execution. Advertisers and publishers may need to adapt strategies as the roles of ad tech platforms evolve.
Explain it like I’m new here
It's like the store owners, not just the shoppers, are now deciding which products go on the shelves for everyone to see.
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.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
DSP (demand-side platform)
A DSP (demand-side platform) is software that advertisers and agencies use to buy ad impressions automatically across many exchanges and publishers, deciding which impressions to bid on and how much.
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