What is OTT (Over-the-Top)?

OTT (over-the-top) is video content delivered directly over the internet, bypassing traditional cable or satellite providers — services like Hulu, Tubi, and Pluto TV. OTT advertising places video ads inside that streamed content on any device: TVs, phones, tablets, or computers, while CTV refers specifically to the television screen.

OTT is the content-delivery model; CTV is the device category. An ad watched in the Hulu app is OTT on every screen, and also CTV when the screen is a television. Most advertisers buy the two together as "streaming TV advertising."

OTT advertising is bought programmatically with audience and geographic targeting, and reports digital metrics such as impressions, completion rate, and conversions.