Devices and Formats (including Social Data)



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


Region Data collection start date
­čç║­čçŞ   United States October 1, 2021

Devices and 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.

OTT Services

  • At this time, our technology allows us to report down to six individual streaming services: Hulu, Netflix, Peacock, Paramount+, tubi and PlutoTV. All other OTT campaigns outside of these six services are grouped into a single OTT Streaming Services (General) bucket.

 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
    Company╩╝s 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., ÔÇťTweet us the exact # of MAJORMELON bottles in this spot & you may win...ÔÇŁ)
  • 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
    ╩╗Formats╩╝ refer to the kinds of ads we collect (e.g., display, video, social), while ╩╗devices╩╝ refer to the devices on which ads were served (e.g., desktop, mobile, etc.). Together they╩╝re the ╩╗channels╩╝ we report (e.g., desktop display, mobile video, Facebook, etc.)
  • Landing page
    URL of landing page for the creative (e.g.,
  • Link to creative
    URL to the creative asset of the creative
  • Region
    Country from which the creative was observed
  • Site
    Used interchangeably with ╩╗publisher╩╝, it╩╝s the domain / URL or social platform from which the creative was observed


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. 

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