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What is OTT Measurement?
For many years, advertisers have attempted to measure the effectiveness of their television ads, which is much easier said than done. MMM (media mix modeling) or “TV attribution” (analysis done by some MTA providers and agencies) are the primary methods marketers have used over the last few decades when attempting to measure the effectiveness of ads on traditional linear television.
The advent of OTT (Over the Top) has finally given marketers line of sight to user level measurement of ad effectiveness and access to very granular log level data. Log level data includes attributes such as: DMA, time of impression, device characteristics, etc.
Audience split tests and/or matched market tests can be used to measure the effectiveness and incremental contribution of OTT advertising.