More tech firms are starting to track attribution for video advertisers.
are rolling out new measurement products they say can help marketers see if their OTT ads led to a sale.
Marketers' challenge is finding enough scale to measure the growing number of OTT platforms and streaming services. As more people ditch traditional TV for OTT viewing, marketers are following by advertising in streaming TV apps. One of the areas they're most interested in is knowing if seeing video ads led people to take real-world actions like visiting a store and making a purchase, but marketers are finding it hard to measure the whole ecosystem.have long tried to convince marketers that TV commercials work as well as digital ads in getting someone to buy a product.
Ad-tech firms including Samba TV, Alphonso and Data Plus Math cull data from smart TV sets, set-top boxes and OTT apps to track the number of people who tune into a show and watch commercials. Then they match data with third-party data to see if someone went to a store or purchased a product after seeing a commercial.
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