OTT Measurement - How Does it Differ From TV?

OTT buys are tracked using an entirely different method than linear. For OTT, Tatari uses IP data and tracks performance on a 1:1 basis. We see who saw the ad (by IP) and then see which of those people come to the site (IP via pixel). Additionally, we subtract out a control group to ensure we are truly measuring incremental performance. Linear TV is measured using a spike-based attribution method. We see the amount of additional traffic over the baseline to provide the incremental traffic.