The State Of Supply-Side Intelligence:
An OpenX Annual Trend Report
Learn About Tomorrow’s Market Today
There’s no shortage of opinions about curation and supply-side targeting (SST). So we looked at four years of proprietary marketplace data to see how buyers are actually using them.
Download the 2026 OpenX Supply-Side Intelligence Trend Report to see how buying strategies are evolving,
where investment is shifting, and why more decisioning is moving closer to the source. It’s the same market need we built OpenXSelect™ to address: giving brands, agencies, and data partners a platform for next-generation curation and SST.
Trend No. 1
Supply-Side Targeting Is Growing 2x Faster Than Curation
% Of Total Deal Spend
100
75
50
25
0
2x
2022
2023
2024
2025
Curation Spend
Supply-Side Targeting Spend
It just makes sense that you would get better data fidelity by working closer to the publisher. So it makes sense to apply data on the SSP whenever possible.”
Trend No. 2
EMEA Follows The U.S. Shift Toward SST
+11%
U.S. Average Quarterly SST Growth Since Q1 2025
+11%
EMEA Average Quarterly SST Growth Since Q1 2025
Supply-Side Targeting CTV Spend In 2025
51%
Curation
CTV Spend In 2025
41%
Trend No. 3
Connected TV Accelerates SST Adoption
Trend No. 4
Supply-Side Intelligence Is Reshaping Buyer Strategies And Operating Models
2022
2023
2024
2025
17%
Measurement accounted for 17% of supply-side targeted spend in 2025
3P Audience Data
Quality
Measurement
Traffic Shaping
1P Audience Data