What is OTT (over-the-top)?
OTT, or over-the-top, refers to video and audio content delivered over the internet straight to viewers, without going through a cable, satellite or broadcast TV provider. Streaming services, broadcaster apps and free ad-supported channels are all OTT. OTT advertising means ads shown within that streamed content, on TVs, phones, tablets or computers.
The name comes from the idea that the content goes over the top of traditional distribution systems. For advertisers, OTT brings TV-style video together with the targeting and reporting of digital media.
How OTT advertising works
Most OTT ads are video spots inserted before or during streamed content, similar to TV commercials. They are delivered through ad servers and can be bought programmatically.
Ad insertion: the streaming app requests ads at ad breaks. With server-side ad insertion (SSAI), ads are stitched into the stream so they play smoothly, like TV.
Ad formats: mostly non-skippable video spots, often 15 or 30 seconds, plus pause ads and other formats on some services.
Standards: video ads are usually delivered through VAST tags, which tell the player which video to load and what to track.
Buying: buyers can access OTT inventory through DSPs in private marketplaces, programmatic guaranteed deals or open auctions, as well as direct deals with streaming services.
Targeting: by geography, device, content genre, daypart and audience data where available.
Why OTT matters
Audiences moved to streaming: many viewers, especially younger ones, watch most TV content through streaming apps rather than linear TV.
Data-driven targeting: unlike traditional TV buys, OTT can be targeted with audience and location data and measured per impression.
Flexible budgets: programmatic OTT has no need for large upfront commitments, so smaller brands can run TV-quality video.
High completion rates: non-skippable, full-screen placements often get strong video completion rates.
OTT vs CTV
The two terms are often used as if they meant the same thing, but they describe different things. OTT describes how content is delivered: streamed over the internet. Connected TV (CTV) describes the device: a TV connected to the internet, such as a smart TV, streaming stick or games console. CTV is OTT content watched on a TV screen. OTT also includes the same streaming content watched on a phone, tablet or laptop.
The difference matters for planning. CTV impressions are usually big-screen, lean-back and often shared by a household. Mobile and desktop OTT impressions are personal screens. Pricing, completion rates and measurement can differ, so check the device split in your reports. Addressable TV is a related term that covers household-level targeting on TV screens.
OTT with AdGeeks
AdGeeks runs OTT and CTV campaigns through DV360, Amazon DSP and Adform, using deals and open auction streaming inventory. Our traders set device splits, frequency caps and completion goals so you know where your video actually ran. See supported ad formats, or request access.
