Over-the-Top (OTT) Advertising
01 Definition
Over-the-Top (OTT) Advertising meaning: Ads served inside streaming video delivered over the internet, outside traditional cable or broadcast.
Over-the-top advertising runs within streaming media that reaches viewers directly over the internet, bypassing cable and satellite providers. OTT ads can appear on phones, computers, and connected TVs. OTT describes the delivery method, while CTV describes the TV device, so the two terms overlap but are not identical.
Also called
Why it matters
How Over-the-Top (OTT) Advertising fits the work
OTT advertising reaches audiences who stream content across devices, giving advertisers digital targeting and reporting on inventory that traditional TV buys cannot access.
In context
A brand buys OTT ad slots that play its 15-second spot across a streaming service on phones, tablets, and smart TVs.
Practical note
OTT and CTV are often confused. OTT covers any device that streams, so a plan labeled OTT may include phone and desktop views, not only living-room screens.