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OTT stands for Over the Top. It was originally a term that refers to devices that are “over” a cable box in order to provide access to TV content. OTT platforms deliver content via the internet, not through a cable/broadcast provider.
Although they may be connected, Over the Top and Video are not the exact same thing. OTT services are a new channel by which video content and related display or advertisement are delivered to end-users.
The various partners involved in delivery, advertising, or measurement streams may define “Over the Top” differently. OTT is defined as such by OTT content providers (e.g. Hulu, SlingTV, etc.). Any user who accesses over-the-top content from any device (desktop or mobile phone/tablet), can be considered OTT. ).
However, OTT can also be defined according to the device that accesses the content. Over-the-top devices are Roku, Chromecast, and Amazon Fire TV, as well as Smart TVs (Connected TVs), and gaming platforms (i.e. PlayStation, Xbox, etc.). The partners in each OTT supply chain determine how advertising inventory is classified and measured.
“OTT advertising: While video advertising is the most prominent, display advertising can also be found on over-the-top channels and over-the-top devices.”
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The following are common sub-categories for OTT/CTV users:
Transactional-based video-on-demand (TVOD), users who pay to access specific content via a pay-per-view (PPV) purchase model. Learn more about apk
This video will show you the latest trends in OTT/CTV.
OTT stands for “over-the-top”. This term refers to the delivery of TV and film content via devices that connect both the Internet and the television.
Over-The-Top means that OTT devices must “over” cable boxes to provide access to TV content. Learn bottled and jarred packaged goods
OTT streaming requires a compatible hardware device, in addition to an Internet connection. These devices include: