OTT

Overview

Pathmatics reports OTT creatives sourced via a panel of Connected TV users and our industry leading Desktop Panel. Our CPM, impression and spend estimates are extrapolated to represent all OTT ad activity regardless of how the user is consuming content.

What We Capture

Regions

• US

Devices/Formats

• OTT subscribers will see it as a device in the Device & Format list, and as an icon in the Devices column in multiple parts of the platform.

Insights Reporting

Metrics (quantitative data points)

• Creatives
  Number of estimated unique ads served or loaded on a page
• Impressions
  Number of estimated impressions for a particular creative or set of creatives
• Spend
  Estimated dollars (or local currency) spent on a particular creative or set of creatives

Dimensions (qualitative data points)

• Advertiser
  Company that paid to place the creative online; the first (and top) level of our brand hierarchy. Sometimes this is a parent company (e.g., PepsiCo, Inc.)
• Brand
  Companyʼs subdivisions, goods, and / or services beneath the Advertiser (e.g., Mountain Dew and Mountain Dew Major Melon are examples of brands / sub-brands beneath PepsiCo, Inc.)
• Category
  Distinct industries, products, and / or services that each creative is marketing (e.g., Mountain Dew Major Melon is classified into the Regular Soft Drinks, Sodas & Colas category)
• Creative dimensions
  Size (width and height) of the creative
• Creative ID
  Unique Pathmatics ID for each creative
• Creative text
  Text captured from a creative (e.g., “Tweet us the exact # of MAJORMELON bottles in this spot & you may win...”)
• Creative type
  Type of creative (e.g., album, carousel, event, Flash, HTML5 animation, image (JPG & GIF), in-banner video, link, note, offer, page skin, photo, status, story, etc.)
• Date
  Date creative was observed
• Device/Format
  ʻFormatsʼ refer to the kinds of ads we collect (e.g., display, video, social), while ʻdevicesʼ refer to the devices on which ads were served (e.g., desktop, mobile, etc.). Together theyʼre the ʻchannelsʼ we report (e.g., desktop display, mobile video, Facebook, etc.)
• Landing page
  URL of landing page for the creative (e.g., lifechangingdew.com)
• Link to creative
  URL to the creative asset of the creative
• Region
  Country from which the creative was observed
• Site
  Used interchangeably with ʻpublisherʼ, itʼs the domain / URL or social platform from which the creative was observed

Methodology

Panel Based Data Collection

Our Connected TV panel and desktop panel allow us to track OTT ads served to real users in the US.

Our panels are 100% opt-in, and adhere to rigorous privacy terms and a transparent opt-in process. 

OTT data leverages our global panel of hundreds of thousands of users. Panelists represent a diverse set of demographic and user characteristics, enabling our panel to have the scale and coverage that represents the US OTT user population in terms of geo, gender, and age. 

Impression, Spend, and CPM Estimation

Each quarter we project total US OTT spend, impressions and CPM based on third party data sources and industry reports. We then use the sample ad data collected from our panelists to extrapolate to market estimates of spend and impressions for each advertiser or brand.

Data and estimates will be extrapolated to represent all ad activity for these services regardless of how the user is consuming content. 

Historical Data Collection

• US - 10/01/2021