- Audience & Media Measurement
- Article
The Evolution of “OTT” and “CTV”
Towards the end of 2018, the ARF issued a Knowledge at Hand report and a CMO Brief each called The OTT Revolution. Since then, the OTT revolution has not only continued but it has accelerated. Moreover, the pandemic acted as a catalyst, increasing the rate of this acceleration. At the same time, the meaning of the term OTT has changed.
Member Only Access