“Media buyers have gradually begun relying less on third-party audience data in recent years. According to a OpenX study published earlier this year, 40% supply-side-targeted CTV deal spend processed through its platform in 2025 involved third party targeting data, down from 78% three years earlier. Contextual targeting and vector-based solutions have become more popular among brands like Heineken for targeting on the web or on CTV, while fewer advertisers rely outright on first-party data.”
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