Supply-Side Targeting Now Captures 37% of Programmatic Spend as Buyers Flee DSP Constraints

The migration of targeting decisions from demand-side platforms to supply-side platforms has moved beyond the experiment stage. Now it is becoming a structural overhaul of how programmatic advertising works. New data tracking exchange activity from 2022 through 2025 shows that more than a third of all programmatic spend now flows through supply-side targeting mechanisms, with […]

Last updated Oct 25, 2026 by ATDb automated enrichment