OTT advertising reaches viewers on all screens via internet-delivered streaming - TV, mobile, desktop, and tablet. It's the broadest category of streaming advertising, and in 2026 it's where the majority of US video advertising investment is moving. This is the practical guide to buying it right.
OTT advertising in 2026 is best bought through a DSP for scale and targeting flexibility - The Trade Desk is the current standard for mid-market and enterprise buyers. For TV-specific reach, add CTV-focused inventory packages. For performance-focused campaigns, layer in Amazon's purchase data or Google's intent data. Budget $10,000–$15,000/month minimum to generate meaningful reach and frequency.
OTT (Over-the-Top): Any video content delivered via internet rather than traditional cable or satellite. Includes TV, mobile, desktop, and tablet viewing.
CTV (Connected TV): A subset of OTT - specifically video delivered to a television screen connected to the internet.
For media buyers: OTT is the broader buy; CTV is the specific TV-screen subset. Many vendors use the terms interchangeably, which causes confusion in planning and reporting. When a vendor says "OTT campaign," ask specifically: what percentage of impressions are CTV (TV screen) vs. mobile/desktop?
The CPM and performance difference matters: CTV typically commands $15–$35 CPM; mobile OTT is $8–$20. Completion rates and brand recall are significantly higher on the TV screen. See CTV vs OTT comparison for full detail.
Major OTT ad-supported platforms in the US:
For most mid-market advertisers ($10,000–$100,000/month):