• Despite great progress, our industry will need to drive toward standardization for OTT advertising to truly scale: We need to agree on and create unified measurement standards.
  • Without the ability to leverage historical data, which is available in digital media or standardized metrics, some advertisers and marketers hesitate to allocate greater OTT advertising spend.
  • Since OTT does not have its own specific guidelines and protocols, agencies often try to apply to OTT the digital measurement standards for third-party tracking, viewability, invalid traffic and other KPI

    Source: https://adexchanger.com/tv-and-video/path-toward-standardization-ott-advertising/