Streaming Inventory and Publisher Access
Access curated premium streaming publishers, network apps, and ad-supported video environments across internet-delivered inventory, with quality and brand safety managed before launch.
White-label OTT · Create Demand
Deliver Premium Streaming Video Over the Internet
OTT is the delivery method that brings premium video content to audiences over the internet. Conduit plans, launches, and optimizes streaming video campaigns under your agency brand across apps and devices, with audience targeting, controlled frequency, premium inventory, and measurement tied to business outcomes.
Capability overview
What is OTT Advertising?
OTT, or Over-the-Top, refers to the method of delivering video content over the internet instead of through traditional cable, satellite, or broadcast distribution. OTT inventory can be viewed across streaming apps and internet-connected devices, including connected televisions, computers, tablets, and phones.
Streaming is now the majority of television viewing in American homes, and brand dollars keep following the audience out of linear. For agencies, that shift is the opening: clients who could never afford a broadcast schedule can run precise, zip-code-level TV campaigns, and national brands expect household attribution instead of ratings estimates. Agencies that offer CTV under their own brand win those budgets before a competitor does.
Execution stack
What Conduit manages for your agency.
A complete operating scope: not a platform login and a monthly export.
Audience Targeting and Sequencing
Build audiences from demographic, behavioral, purchase-intent, and first-party signals, then sequence video exposure so the next impression advances the campaign instead of simply repeating it.
Cross-Device Frequency Management
Control exposure across connected televisions, streaming devices, desktops, tablets, and phones so OTT extends reach without wasting budget through uncontrolled repetition.
Geo and Household Addressability
Focus delivery by state, metro, zip code, custom service area, or matched household profile so internet-delivered video reaches the markets and audiences that matter.
Creative Flighting and Delivery
QA video specifications, manage rotations, pacing, dayparts, and flighting, and keep delivery aligned with the campaign goal as inventory and audience conditions change.
Measurement That Proves Impact
Connect OTT exposure to branded search, site visitation, conversions, foot traffic where available, and other downstream signals so reporting shows what happened after the impression.
Audience and context
Precision comes from matching signal, environment, and buying situation.
Targeting is useful only when it supports the role the campaign is assigned to perform.
Demographic and Household Composition
Reach households by age, income, presence of children, home ownership, and other census-level household attributes matched to streaming devices.
Behavioral and Purchase Intent
Target households actively researching or buying in your client's category, built from online behavior, shopping data, and intent signals.
ACR Viewing Behavior
Use smart TV viewing data to reach cord-cutters, fans of specific genres or programs, and households exposed to competitor commercials.
Geographic and Zip-Level
Focus delivery on states, metros, zip codes, or custom radii around locations, so TV budgets never leak outside the service area.
First-Party and CRM Audiences
Onboard your client's customer lists to reach known buyers and lapsed customers on the television screen, plus lookalikes modeled from them.
Powered by GPS
Optimize OTT against the business goal: not the platform's favorite metric.
Goal Setting · Tracking · Optimization · Reporting. The same baseline that connects every Conduit capability.
- Goal Setting
- Tracking
- Optimization
- Reporting
Signals we use
- Video completion rate (VCR)
- Cost per completed view
- Household reach and frequency
- Branded search lift
- Website visitation lift
- Foot traffic attribution
- View-through conversions
The reporting story connects these signals to the assigned purchase job and the client's agreed Key Performance Action.
How the mix compounds
OTT is more valuable when adjacent purchase jobs are covered.
OTT rarely works alone, and that is the point. Every household that finishes your client's streaming spot becomes a named audience we hand to programmatic display and paid social for low-cost retargeting, so the big screen opens the relationship and cheaper impressions close it. The awareness wave also shows up in search: branded query volume climbs, click-through rates improve, and Quality Scores rise, which quietly pulls paid search CPCs down. Layer digital audio underneath and the same households hear the message during screen-free commutes, multiplying effective frequency without multiplying TV budget.
DisplayCreate DemandScale precise audience reach, reinforce the brand, and retarget people who have already shown interest.YouTubeInfluence ChoiceEducate, demonstrate, and validate while buyers research, compare, and decide what deserves attention.Google SearchCapture IntentIntercept explicit search intent and turn active need into calls, forms, bookings, or sales.
Best fit
Use OTT when the client problem looks like this.
The right capability starts with the business constraint, audience state, and purchase behavior.
Your client asks for TV but their budget or footprint makes broadcast and cable schedules wasteful.
A multi-location brand needs television presence in specific zip codes and wants proof it drove store visits.
An advertiser with strong search and social performance has plateaued and needs a new-audience awareness engine.
What agency teams ask about OTT.
What is the difference between OTT and CTV?
OTT, or Over-the-Top, refers to the method of delivering video content over the internet instead of through traditional cable, satellite, or broadcast distribution. CTV, or Connected TV, refers to the physical television device used to watch that internet-delivered content. OTT describes delivery; CTV describes the television viewing environment.
How is OTT advertising measured beyond impressions?
OTT measurement can include video completion rate, cost per completed view, reach and frequency, branded-search lift, website visitation, and downstream conversions. Where the data is available, household and device graphs can help connect exposed audiences with later business actions so OTT is evaluated against the job it was selected to perform.
Can we run ads on the major streaming services?
Yes. The ad-supported tiers of major streamers, along with premium network apps and free ad-supported streaming channels, are all accessible through our demand-side platforms and private marketplace deals. PMPs give us priority access to specific publishers at negotiated rates with full transparency about where spots ran. We build each plan around the client's audience and market rather than a single app, which usually means a curated mix of premium streaming publishers. Your agency gets a site and app level delivery report, so you can show clients exactly which streaming environments carried their commercial.
What is ACR data and how do you use it?
ACR stands for automatic content recognition, technology inside millions of smart TVs that identifies what is playing on the screen, including linear channels, streaming apps, and even commercials. For targeting, ACR lets us build audiences of households that watch specific programs or genres, households that have cut the cord, and households recently exposed to a competitor's TV advertising, which we can then conquest with your client's spot. For measurement, ACR helps deduplicate reach between linear and streaming buys. It is one of the clearest advantages OTT holds over traditional television, where this household-level viewing detail simply does not exist.
Related reading
From the Insights desk
Channel Deep Dives
Where YouTube Fits in a Full-Funnel Media Plan (and When to Pull Budget from TV)
YouTube in a full-funnel media plan is not one line item: YouTube on a connected TV screen behaves differently than YouTube on a phone, and treating them as one hides where the channel actually earns its budget.
Channel Deep Dives
The Agency Guide to White Label CTV Advertising
White label CTV advertising now scales down to local budgets. Household targeting, frequency capping, and creative specs decide whether the buy performs well.
Industry Guides
Streaming Platforms for Advertisers: The OTT Landscape Explained
What OTT actually covers, the inventory types agencies buy, and how ad-supported streaming changes the local advertising pitch.
By industry
How this runs for the clients you already have.
AutomotiveView playbook →CannabisView playbook →Pet InsuranceView playbook →Real EstateView playbook →RestaurantsView playbook →
All playbooks 
