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# Supply-Side Targeting Claims Over a Third of Programmatic Spend
- URL: https://adjacent.media/signals/supply-side-targeting-claims-over-a-third-of-programmatic-spend/
- Published: 2026-10-28T10:14:33.000Z
- Updated: 2026-10-28T10:14:33.000Z
- Description: Advertisers are systematically moving targeting logic out of traditional DSPs and into SSPs. This redistributes control—and margin—toward publishers and SSPs who can now execute audience matching and bid strategies directly.
- Author: Jonathan Greene
- Tags: #signal, theme-commerce, programmatic advertising, ad tech, platform dynamics

Source: [Beet](https://www.beet.tv/2026/10/supply-side-targeting-now-captures-37-of-programmatic-spend-as-buyers-flee-dsp-constraints.html?ref=adjacent.media)

Advertisers are systematically moving targeting logic out of traditional DSPs and into SSPs. This redistributes control—and margin—toward publishers and SSPs who can now execute audience matching and bid strategies directly. DSP vendors are losing their gatekeeping advantage and must compete on execution speed and data instead. The 37% figure marks a crossing point where this is no longer marginal but a parallel infrastructure that buyers actively prefer.