OTT and CTV: Advertising and Consent

Resource Consent and Preferences

OTT and CTV Advertising

Over-the-Top (OTT) advertising is becoming a hot topic in the ad tech ecosystem—and for good reason. The number of Connected TV users is expected to hit 198 million this year. Internet users in the US average 17 hours per week viewing OTT and CTV content. According to The Trade Desk, two-thirds of US households don’t have cable or plan to cut the cord to linear TV. And eMarketer research finds that more than half of US consumers’ digital video views will be with OTT services this year.


What do Publishers Need to Know About OTT and CTV Advertising, Consent, and Compliance?

OTT, or “over-the-top,” serves as the new, modern way to consume digital content—and presents new opportunities for publishers and advertisers to reach streaming content users in a whole new way. The shift to OTT content consumption opens an opportunity for publishers and advertisers to engage the streaming audience and deliver a more personalized experience through OTT advertising.


But as companies build out their own OTT applications to meet consumer’s increasing digital demand for streaming content, it’s imperative to implement a consent management platform (CMP) to capture, store and signal consent and preferences downstream to vendors, creating a more personalized and engaging viewer experience.

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In this infographic, we cover what publishers and advertisers need to know about OTT advertising—from definitions and statistics to integrating a privacy-centric strategy into OTT applications.

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