OTT is part of a changing global trend in how people consume content. Find out about OTT measurement and how Adjust helps marketers leverage its unique reach for campaigns.

What is OTT?

OTT (Over-the-Top) media services offer content on-demand via the internet. Bypassing traditional broadcasters, they go ‘over the top’ of intermediaries and connect directly with consumers.

OTT content is accessed via streaming on different types of devices, such as connected TVs, mobile phones, desktop computers, and gaming consoles. The content itself is predominantly video but also includes audio and messaging formats.


OTT provides marketers with a gateway to performance-driven TV advertising. Here are just a few of the ways it can help.

  • Broadened audience reach
  • Improved targeting
  • Deeper attribution insights

A source for mobile engagement

OTT is multi-device by nature. Although connected TV is how most content is consumed, mobile devices play an important role in the workings of the entire ecosystem.

This offers app marketers new and innovative ways to interact with users and optimize the entire customer journey. However, from a measurement perspective, OTT campaigns are complex, as they are often run on multiple devices and prompt engagement on multiple devices.


An ad is shown on a specific device and impacts engagement on that same device. Example: a video commercial shown on a connected TV triggers an install of an application on that connected TV


Measure OTT campaigns with Adjust

With Adjust’s leading mobile measurement capabilities, web tracking solution, and partnerships with OTT services and intermediaries, you can measure OTT as a source of mobile engagement.

Adjust supports deterministic attribution for a large number of OTT devices, including some of the most popular connected TV devices. For more information about how you can get started measuring connected TVs, read this article.