OpenX’s first annual supply-side intelligence report, released on October 15, 2026, puts supply-side targeting at 51% of the connected TV deal spend on its U.S. marketplace in 2025, up from 9% in 2022, and shows third-party audience data falling from 78% to roughly 40% of the money flowing through those targeted deals. The full document goes well beyond the four figures in the company’s announcement that day. It also sets out who was interviewed, who carried out the research and how every deal was sorted – and those details decide how far its conclusions travel.
In Short
OpenX runs a marketplace where websites and streaming TV apps sell ad space, and its report says advertisers increasingly use data and filters on the seller’s side of that marketplace rather than only inside their own buying software. That matters to agencies, brands and publishers because it moves some decisions about which ads to buy toward the seller’s platform, most of all in streaming TV. The numbers come from OpenX’s own records, sorted by rules OpenX wrote, so they show what happened on OpenX rather than across the whole market.
From four headline figures to a full data set
When OpenX announced the report on October 15, PPC Land covered the four figures in the announcement: supply-side targeting, or SST, rising from 11% of spend in the fourth quarter of 2023 to 37% two years later; 17% of 2025 deals including real-world outcome measurement; CTV spend using SST growing 500% between the first half of 2022 and the first half of 2025; and SST growing about 11% a quarter in both the U.S. and EMEA since early 2025. That coverage noted the absence of a methodology, a sample size, dollar values and any detail on how interviewees were selected.
The report itself, titled “The State Of Supply-Side Intelligence: An OpenX Annual Trend Report 2026,” answers several of those questions. According to OpenX, it draws on “the complete deal-level transaction record of the OpenX marketplace from January 2022…