The Functioning and Application of the OTT Attribution System

The key to success is a well-thought-out advertising strategy. Adopting an advertising strategy without analytics is like flying blind; you cannot know whether the method you choose will get the desired results.

Attribution is an analytical statistic that attempts to pinpoint precisely who is to blame for a given situation. There is ample evidence that using attribution methods in digital and television advertising improves ad performance. Attribution has the potential to enhance marketing ROI by 15-30%.

Connected TV (CTV) and over-the-top (OTT) services are examples of advanced TV, and attribution in these contexts is a relatively new field with the same goals as its forerunners: maximizing return on advertising spend (ROAS) and optimizing the effectiveness of commercials.

The basics: Just what does it mean to attribute something?

Before moving forward with OTT advertising attribution, let’s ensure we agree on what attribution implies.

In marketing, “attribution” is shorthand for “attribution modeling,” an analytical discipline that seeks to pinpoint the exact touchpoint that led to a conversion and so calculate the return on investment (ROI) of various marketing and advertising initiatives.

Multiple models of accountability

Marketers will use a wide range of attribution models to keep track of attribution. Attribution models are often classified as either single-touch or multi-touch.

The idea behind a “single-touch” strategy is to focus just on the interaction that leads to a sale. It may include the first interaction attributions, which consider the user’s first point of contact before conversion, and the last interaction attribution, which attributes conversion success to the previous event in the user’s journey before conversion.

Can you explain what you mean by “OTT attribution”?

Over-the-top (OTT) attribution is a technique for measuring the efficacy of advertising campaigns through streaming services, considering the concept of attribution introduced previously.

However, Connected TV is essential to any conversation about attribution for over-the-top (OTT) services. The fundamental reason behind this is that the “big screen” is still the preferred screen for viewing video content. It’s important because it suggests that most people consume OTT content via Connected TV, which affects how attribution is calculated for OTT content. Most YouTube TV customers also access the service via a linked TV.

In that case, how does crediting operate for over-the-top (OTT) and conventional cable TV services?

Although various attribution measurement suppliers suggest different approaches to evaluating OTT data, Advanced TV has a consistent high-level overview of the attribution process. This was recommended by the non-profit organization Interactive Advertising Bureau (IAB), which provides legal counsel and sets industry standards.

Following this attribution procedure:

Marketers will determine the intended demographic using first-party and third-party data, then communicate this information to an Identity Resolution Service. The three most well-known providers of identity resolution services are LiveRamp, FullContact, and Wunderkind.

Following data anonymization, the Identity Resolution Provider shares the target list with Demand Side Platforms (DSPs), virtual multichannel video programming distributors (vMVPDs), and over-the-top (OTT) publishers and devices.

The Attribution Report Solution Provider receives the advertising campaign’s outcomes through ad servers, publisher logs, and Automatic Content Recognition (ACR) data from smart TVs. One of the most cutting-edge methods of gauging viewing patterns is analyzing Automatic Content Recognition (ACR) data.

After the Attribution Report Solutions Provider analyses the OTT data and applies the appropriate KPI, a report is generated. The information may also be caused by a third party other than the data source provider, identity resolution service provider, or both.

When the report is finished, it is handed to the inventory provider, who is in charge of checking its quality, and then supplied to the advertiser or the agency.

Over-the-Top TV Viewing of Connected TVs credited to Adjust-provided CTV apps.

As you can see, there is no need for a complicated procedure for attributing OTT and CTV content, and one of the key goals should be to meet your organization’s goals. Several attribution services are now accessible, each with its unique approach to attribution and set of capabilities.

There is still room for growth in this sector, so whether you need a custom solution to meet your advertising goals or you want to invest in a state-of-the-art marketing attribution platform, the expert groups can help.


The OTT attribution system plays a crucial role in optimizing marketing efforts and improving ad performance within the realm of over-the-top streaming services. By providing accurate data-driven insights, it empowers advertisers, content creators, and streaming platforms to make informed decisions, refine their strategies, and achieve better results. With the help of Wama Technology, a trusted mobile app development company, you can create a customized couple app that caters to the unique needs of couples, facilitating communication, intimacy, and relationship growth.