Resource Thought Leadership

How Are OTT Advertisers Using Data?

We have kept our internal data private for some time now, but our research and analytics team did such great work analyzing the past four quarters of usage across our OTT DMP and Data Marketplace we thought it was worth sharing. Most of the other data shared around OTT/CTV is skewed to a specific publisher or device manufacturer, or is limited to viewership behavior. We believe as the largest provider of household addressable data across CTV (and as a company that doesn’t own any media) — we could not only provide the most comprehensive insight into how data is used for targeting across CTV, but be the most impartial.

Please take a look at the Infographic we created to highlight some of our key findings.

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OTT Advertisers Demand Enhanced Targeting & Measurement Before Moving Large Budgets

The OTT sector will become a $50 billion industry by 2020 (Over $20B in the US market). As measurement and targeting capabilities continue to advance, advertisers are allocating more budget to this medium which has an audience that continues to grow exponentially. However, until ad capabilities for OTT reach its “household-level” targeting promise, significant advertising growth won’t occur

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