After six years of running OTT campaigns, we’ve compiled key insights to help you optimize your strategy. Our analysis explores measurement techniques like baseline 7-day views, Multi-Touch Attribution (MTA), and Incrementality Testing, each offering distinct perspectives on OTT’s role in the consumer journey and its impact on other channels. While OTT advertising presents valuable opportunities, navigating its complexities demands a multi-faceted approach. Leveraging data-driven models and experimentation can provide deeper insights into OTT’s effectiveness, allowing marketers to refine their strategies for better results.