Over the last two years, over-the-top (OTT) advertising measurement has caught up -- and in some cases, is surpassing -- traditional TV measurement. For marketers, OTT combines the branding power of TV with the data and precision of digital. New advanced analytics tools are helping the most innovative brands and agencies quantify OTT campaign results and seize the shift in consumer viewing to streamed content.
Three New Truths about OTT Measurement
