OTT
Streaming media delivered over the internet instead of through traditional cable or broadcast distribution.
Stands for
Over-the-top
Formal definition
OTT stands for over-the-top and describes media or advertising delivered over the internet directly to viewers instead of through traditional cable, satellite, or broadcast distribution systems.
Plain-English explanation
OTT is the streaming delivery model behind services and ad inventory that reach viewers through internet apps rather than old-school TV distribution.
Examples
- A campaign buys video inventory inside an OTT streaming platform rather than linear television.
- A user scans a QR code from an OTT ad and lands on a tracked Smart Page on mobile.
How it works
- Content is streamed over the internet through apps, platforms, or devices.
- Advertising can be inserted digitally with more targeting and reporting than traditional broadcast usually provides.
- Response measurement often depends on cross-device journeys, vanity URLs, or QR-based handoff flows.
How Attriax uses it
- OTT campaigns often need a clean handoff from big-screen exposure to a trackable device action such as QR scan, vanity URL visit, or app open.
- Attriax links and Smart Pages are useful in OTT flows because they give teams a measurable next step after the impression.
- OTT is closely related to CTV, but teams still distinguish the streaming delivery model from the connected-screen environment itself.