{"id":26418,"date":"2020-03-05T15:45:18","date_gmt":"2020-03-05T23:45:18","guid":{"rendered":"https:\/\/www.kochava.com\/?page_id=26418"},"modified":"2023-07-10T08:39:40","modified_gmt":"2023-07-10T15:39:40","slug":"ott","status":"publish","type":"page","link":"https:\/\/www.kochava.com\/ko\/glossary\/ott\/","title":{"rendered":"OTT (Over-the-Top)"},"content":{"rendered":"[vc_row type=&#8221;full_width_background&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; bg_image=&#8221;41221&#8243; bg_position=&#8221;center center&#8221; background_image_loading=&#8221;default&#8221; bg_repeat=&#8221;no-repeat&#8221; scene_position=&#8221;center&#8221; top_padding=&#8221;70&#8243; bottom_padding=&#8221;70&#8243; text_color=&#8221;light&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; advanced_gradient_angle=&#8221;0&#8243; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221; gradient_type=&#8221;default&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]\r\n<h1 style=\"text-align: center;\">What is Over-the-Top (OTT)?<\/h1>\r\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; top_padding=&#8221;100&#8243; bottom_padding=&#8221;100&#8243; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text css=&#8221;.vc_custom_1627506924434{padding-bottom: 20px !important;}&#8221;]\r\n<h2>Over-the-Top (OTT) | Definition<\/h2>\r\n[\/vc_column_text][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;padding-3-percent&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;right&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;3\/4&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]<span style=\"font-weight: 400;\">The term OTT refers to television and film streams \u201cover the top &#8221; of the internet directly to viewers, rather than through traditional broadcasts, cable, or satellite mediums. Content can be streamed \u201cover the top\u201d on connected TV (CTV) devices, desktop\/laptop, mobile phones, and tablets from apps or websites. As a general rule of thumb, use OTT when you\u2019re referring to the universe of content being streamed \u201cover the top\u201d of the internet.<\/span>[\/vc_column_text][image_with_animation image_url=&#8221;37636&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;center&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221; margin_top=&#8221;50&#8243; margin_bottom=&#8221;50&#8243;][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text css=&#8221;.vc_custom_1642631900911{border-left-width: 1px !important;padding-left: 40px !important;border-left-color: #efefef !important;border-left-style: solid !important;}&#8221;]\r\n<h3>Related Terms<\/h3>\r\n<a href=\"\/glossary-advanced-tv\">Advanced TV<\/a>\r\n<a href=\"\/glossary-ctv\">CTV<\/a>\r\n<a href=\"\/glossary-smartlinks\">SmartLinks\u2122<\/a>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_column_text css=&#8221;.vc_custom_1689003531418{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h3>The benefits of OTT advertising<\/h3>\r\n[\/vc_column_text][vc_column_text]<b>Addressability and targeting<\/b><span style=\"font-weight: 400;\">: OTT advertising platforms can address specific households, and in certain cases even the different devices within those households, with targeted advertising based on holistic user\/household profiles that include insights on:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Demographics<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Points of interest visitation<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand affinity<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Interests and behaviors<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Precision geography<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400;\">This enables microtargeting for maximum efficacy of ad spend. Further, due to household-level targeting, geofencing enables much more precise geographic-based targeting, which is particularly important for brick-and-mortar brands.<\/span>\r\n\r\n<b>Viewability<\/b><span style=\"font-weight: 400;\">: An entire screen ad is hard to ignore, especially when it appears between episodes of your favorite show. Not only do OTT campaigns open up the advertisement space, the ads run on these platforms are viewed at a much higher completion rate. Further, Brand Innovators found that most of their survey respondents chose to run ads on OTT because \u201clighter ad loads keep audiences more engaged\u201d as opposed to the heavily saturated mobile space.<\/span>\r\n\r\n<b>Return on investment (ROI)<\/b><span style=\"font-weight: 400;\">: With the mobile ad space saturated with advertisements, cost per install (CPI) rates have risen considerably along with cost per action (CPA) and cost per mille (CPM). The OTT space is premium inventory; however, direct targetability and high view completion rates often make running ads on OTT more cost effective in terms of ROI.<\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1689003525242{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h3>OTT advertising platforms<\/h3>\r\n[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">These are three main avenues for advertisers to buy media on OTT: programmatic, platform direct, and publisher direct. Each one comes with their benefits and drawbacks.\u00a0<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Programmatic<\/b><span style=\"font-weight: 400;\">: One of the most effective and cost-efficient ways for advertisers to enter the OTT space is through programmatic platforms. Ad placement can be automated with programmatic bidding because of direct relationships between inventory exchanges and other OTT advertising platforms. Advertisers are able to target audiences viewing OTT content across multiple streaming services, platforms, and devices.<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Platform direct<\/b><span style=\"font-weight: 400;\">: Advertisers can choose to go directly to major platforms such as Roku, Vizio, Samsung, LG, etc., and buy inventory through the platform\u2019s own exchange. While this is a very straightforward way to buy ad space, it can limit the campaign to that specific platform and doesn\u2019t allow for cross-platform advertising.<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Publisher direct<\/b><span style=\"font-weight: 400;\">:\u00a0 Going directly to the publisher (Hulu, Sling, Paramount+, NBCUniversal, SKY, Rakuten, Crackle, etc.) is another option and allows for more control over ad inventory. However, like Platform Direct, Publisher Direct limits the advertiser\u2019s campaign to that specific publisher\u2019s content.<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400;\">As a marketer, it\u2019s important to choose the right platform for your OTT advertising to ensure successful campaigns.<\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1689003518916{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h3>Key metrics for OTT advertising<\/h3>\r\n[\/vc_column_text][vc_column_text]<b>Click-through rate (CTR)<\/b><span style=\"font-weight: 400;\">: Not all OTT ads are clickable, but click-through rate (CTR) is a metric that measures how often an advertisement is clicked (i.e. A viewer sees an ad on their Roku home screen and uses their remote to select it). CTR can be used to measure various types of campaigns, like OTT. This metric is used to understand what types of ad creatives and copy drive engagement and goal completions.<\/span>\r\n\r\n<b>Video completion rate (<\/b><a href=\"https:\/\/newpathdigital.com\/measuring-success-with-ott-advertising-metrics\/#:~:text=A%20go%2Dto%20OTT%20advertising,keywords%20and%20ads%20are%20performing.\" target=\"_blank\" rel=\"noopener\"><b>VCR<\/b><\/a><b>)<\/b><span style=\"font-weight: 400;\">: VCR measures the average amount of time users view an ad through to completion. With OTT ads, this is an important metric to know because it tells marketers how engaging or effective their video ad is. The higher the VCR the better so test different forms of ads to see which one\u2019s perform best. Marketers can also use the CVR to determine which audience segments have a higher VCR and target ads to that group. While some OTT streaming platforms may allow viewers to skip ads after some seconds\u00a0 (e.g. Skipping a YouTube ad after 5 seconds), other services may not offer this option.<\/span>\r\n\r\n<b>Outcomes-based <\/b><a href=\"https:\/\/newpathdigital.com\/measuring-success-with-ott-advertising-metrics\/#:~:text=A%20go%2Dto%20OTT%20advertising,keywords%20and%20ads%20are%20performing.\" target=\"_blank\" rel=\"noopener\"><b>Attribution<\/b><\/a><b>:<\/b><span style=\"font-weight: 400;\"> The ultimate goal of OTT advertising is to increase the volume of users completing your desired business outcome or conversion. Measuring the success of OTT advertising requires attribution, which involves connecting the viewing of an ad (and possible click on an ad) to a specific desired action, like visiting a website, installing an app, or making an online purchase. This metric is crucial for OTT advertising because it helps track the effectiveness of specific ads in generating leads or sales, ultimately providing proof of the OTT campaign\u2019s return on investment.<\/span>\r\n\r\n<b>Total Impressions:<\/b><span style=\"font-weight: 400;\"> Total impressions is a KPI that refers to the total number of times an ad is viewed by an audience. It\u2019s the cumulative amount of exposure or views the piece of content has. In OTT advertising, the total impressions would be the count of everyone who saw an advertisement through an OTT device or service. This metric can help marketers measure the potential reach and exposure of a campaign.\u00a0<\/span>\r\n\r\n<b>Unique Reach: <\/b><span style=\"font-weight: 400;\">Unique reach is the total number of distinct users or viewers reached by a marketing campaign. Unlike total impressions, which could count multiple views by the same users, unique reach only identifies the unique user within the target audience within a specified time period. This metric gives insights into the actual number of users who have been exposed to the marketing campaign.<\/span>\r\n\r\n<span style=\"font-weight: 400;\">These are only a handful of the metrics that should be considered when utilizing OTT advertising. Depending on your product or service, these metrics can change.<\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1689003501138{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h3>OTT and Kochava<\/h3>\r\n[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Kochava has been a leading mobile measurement partner (MMP) since 2011, and has grown to become the go-to provider for <\/span><a href=\"https:\/\/www.kochava.com\/connected-tv\/\"><span style=\"font-weight: 400;\">OTT measurement and attribution<\/span><\/a><span style=\"font-weight: 400;\"> across both mobile and connected TV devices. The Kochava platform enables advertisers to measure the effectiveness of their omni-channel marketing campaigns, including OTT. Marketers can use Kochava to:\u00a0<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Measure omni-channel acquisition and reengagement campaigns, including those run on OTT advertising platforms<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Capture app installs, free trials, subscriptions, content views, watchlist updates, and other customer engagement across all platforms and connected devices<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Attribute customer activity back to the omnichannel marketing efforts (paid or owned media) that drove it to inform media spend optimization<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Connecting the dots across devices to understand every touchpoint through which an individual customer engages with services and content<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400;\">Want to learn more about OTT trends and new developments? Download our free guide <\/span><a href=\"https:\/\/www.kochava.com\/ott-ctv-trends-developments-and-opportunities\/\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\"> or check out our webpage on <\/span><a href=\"http:\/\/kochava-for-media-entertainment\/\"><span style=\"font-weight: 400;\">streaming media and entertainment<\/span><\/a><span style=\"font-weight: 400;\">.<\/span>\r\n\r\n<span style=\"font-weight: 400;\">Ready to <\/span><a href=\"https:\/\/www.kochava.com\/get-started\/\"><span style=\"font-weight: 400;\">get started<\/span><\/a><span style=\"font-weight: 400;\"> with Kochava? <\/span><a href=\"https:\/\/www.kochava.com\/get-started\/\"><span style=\"font-weight: 400;\">Contact us<\/span><\/a><span style=\"font-weight: 400;\">!<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; 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column_border_style=&#8221;solid&#8221;][vc_column_text]\r\n<h3>Learn more about OTT and CTV.<\/h3>\r\n[\/vc_column_text][vc_column_text]\r\n<h4>Download our FREE introduction guide!<\/h4>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][nectar_btn size=&#8221;small&#8221; button_style=&#8221;regular&#8221; button_color_2=&#8221;Extra-Color-1&#8243; icon_family=&#8221;none&#8221; text=&#8221;Get the Guide&#8221; url=&#8221;\/ott-ctv-guide\/&#8221;][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; 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full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][divider line_type=&#8221;Full Width Line&#8221; line_thickness=&#8221;1&#8243; divider_color=&#8221;default&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_background&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; bg_color=&#8221;#fbfbfb&#8221; scene_position=&#8221;center&#8221; top_padding=&#8221;70&#8243; bottom_padding=&#8221;0&#8243; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;padding-3-percent&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;right&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;center&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]\r\n<h3>Related Sources<\/h3>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=&#8221;yes&#8221; column_margin=&#8221;40px&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; top_padding=&#8221;20&#8243; bottom_padding=&#8221;80&#8243; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color=&#8221;#ffffff&#8221; background_color_opacity=&#8221;1&#8243; background_color_hover=&#8221;#ffffff&#8221; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_blank&#8221; overflow=&#8221;visible&#8221; el_class=&#8221;glossary-related&#8221; advanced_gradient_angle=&#8221;0&#8243; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/3&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; enable_animation=&#8221;true&#8221; animation=&#8221;none&#8221; animation_easing=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_color=&#8221;#efefef&#8221; column_border_style=&#8221;solid&#8221; column_link=&#8221;https:\/\/support.kochava.com\/reference-information\/over-the-top-tv-and-connected-tv\/&#8221; gradient_type=&#8221;default&#8221;][image_with_animation image_url=&#8221;41769&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;center&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text css=&#8221;.vc_custom_1642631959659{padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;}&#8221;]\r\n<p class=\"glossary-related-type\">Support<\/p>\r\n\r\n<h4 class=\"glossary-related-heading\"><a href=\"https:\/\/support.kochava.com\/reference-information\/over-the-top-tv-and-connected-tv\/\" target=\"_blank\" rel=\"noopener\">OTT and CTV<\/a><\/h4>\r\n[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color=&#8221;#ffffff&#8221; background_color_opacity=&#8221;1&#8243; background_color_hover=&#8221;#ffffff&#8221; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_blank&#8221; overflow=&#8221;visible&#8221; el_class=&#8221;glossary-related&#8221; advanced_gradient_angle=&#8221;0&#8243; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/3&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_color=&#8221;#efefef&#8221; column_border_style=&#8221;solid&#8221; column_link=&#8221;https:\/\/www.kochava.com\/ott\/?int-link=menu-ott-connected-tv&#8221; gradient_type=&#8221;default&#8221;][image_with_animation image_url=&#8221;41769&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;center&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text css=&#8221;.vc_custom_1642632001881{padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;}&#8221;]\r\n<p class=\"glossary-related-type\">Page<\/p>\r\n\r\n<h4 class=\"glossary-related-heading\"><a href=\"https:\/\/www.kochava.com\/ott\/\" target=\"_blank\" rel=\"noopener\">Rise to the Top With OTT (Over-the-Top)<\/a><\/h4>\r\n[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color=&#8221;#ffffff&#8221; background_color_opacity=&#8221;1&#8243; background_color_hover=&#8221;#ffffff&#8221; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_blank&#8221; overflow=&#8221;visible&#8221; el_class=&#8221;glossary-related&#8221; advanced_gradient_angle=&#8221;0&#8243; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/3&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_color=&#8221;#efefef&#8221; column_border_style=&#8221;solid&#8221; column_link=&#8221;https:\/\/www.kochava.com\/avoid-an-overcrowded-media-mix\/&#8221; gradient_type=&#8221;default&#8221;][image_with_animation image_url=&#8221;41769&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;center&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text css=&#8221;.vc_custom_1642632044376{padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;}&#8221;]\r\n<p class=\"glossary-related-type\">Blog<\/p>\r\n\r\n<h4 class=\"glossary-related-heading\"><a href=\"https:\/\/www.kochava.com\/avoid-an-overcrowded-media-mix\/\" target=\"_blank\" rel=\"noopener\">Avoid an Overcrowded Media Mix<\/a><\/h4>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; 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