As over-the-top (OTT) streaming platforms like Roku, Hulu, and Peacock dominate media consumption in 2025, advertisers are increasingly investing in connected TV (CTV) campaigns to reach engaged audiences. With OTT ad spend projected to surpass $20 billion in the U.S. alone, accurately measuring campaign performance across devices—smart TVs, smartphones, tablets, and desktops—is critical to optimizing strategies and justifying budgets. OTT measurement, the process of tracking and analyzing ad performance in the streaming ecosystem, provides the insights needed to evaluate impact and drive results. This article explores the principles of OTT measurement, the technologies enabling cross-device tracking, and best practices for advertisers to ensure robust performance analysis.
The Stakes of Effective OTT Measurement
OTT platforms have transformed advertising by offering non-skippable ads in a premium, brand-safe environment, achieving 48% higher engagement than social media, according to 2024 industry data. Roku reaches over 80 million active households, Hulu engages 152 million ad-supported viewers, and Peacock commands 110 million users, making these platforms pivotal for brands. However, the fragmented nature of OTT—spanning multiple devices, apps, and walled gardens—complicates performance tracking, requiring sophisticated measurement solutions.
OTT measurement focuses on connecting ad exposures to key performance indicators (KPIs) like impressions, click-through rates, conversions, and return on ad spend (ROAS). By providing visibility into how ads perform across devices, measurement enables advertisers to assess which platforms, formats, or audiences drive the most value. For example, a retailer can determine whether a Roku ad on a smart TV led to an online purchase via a smartphone, while a subscription service can track sign-ups from a Hulu campaign on a tablet. This granular insight is essential for optimizing campaigns and maximizing ROI in a competitive digital landscape.
The Mechanics of Cross-Device Tracking
OTT measurement relies on a combination of data collection, identity resolution, and attribution models to track performance across devices. The process begins with capturing ad impressions, which are logged when an ad is served on a streaming platform. Unlike web-based advertising, which uses cookies, OTT relies on device IDs, IP addresses, and user profiles to track interactions, as CTV environments prioritize household-level data.
Key technologies enabling cross-device tracking include:
- First-Party Data: Platforms collect data on viewing habits, search queries, and content preferences, providing a foundation for performance analysis. For instance, Hulu tracks which shows a user watches to inform ad relevance.
- Identity Solutions: Tools like Unified ID 2.0 (UID2) and LiveRamp’s IdentityLink create deterministic matches, linking ad exposures across devices by household or individual. This ensures a smart TV ad is connected to a mobile conversion.
- Third-Party Data: Partnerships with data providers enrich measurement by incorporating external behaviors, such as purchase history or online searches, to attribute outcomes to OTT ads.
- Attribution Platforms: DSPs like The Trade Desk or measurement partners like AppsFlyer integrate with OTT platforms to provide unified reporting, tracking actions from impression to conversion.
For example, a brand running a Peacock campaign can use UID2 to track a viewer who sees an ad on their Roku device and later completes a purchase on their laptop. This cross-device attribution, facilitated by clean room technologies for privacy compliance, ensures accurate measurement in a fragmented ecosystem.
Challenges in OTT Measurement
Despite its advancements, OTT measurement faces significant challenges. The lack of standardized metrics across platforms creates inconsistencies—Roku may prioritize impressions, while Hulu emphasizes conversions, complicating cross-platform comparisons. Walled gardens, like Hulu’s proprietary ecosystem, limit data sharing, creating silos that hinder unified tracking. Privacy regulations, such as CCPA and GDPR, restrict data collection, requiring opt-in consent and limiting third-party tracking.
Device attribution is another hurdle. Household-level tracking, common in CTV, may not distinguish individual users in multi-person homes, reducing granularity. Signal loss from ad blockers, limited mobile app tracking, or Apple’s ATT framework further erodes data accuracy. These challenges underscore the need for robust measurement strategies that balance precision with compliance and scalability.
Best Practices for Accurate Measurement
To overcome these obstacles and track performance effectively, advertisers can adopt several best practices tailored to the OTT ecosystem:
- Leverage Strong Identity Resolution: Roku’s UID2 integration and Peacock’s LiveRamp partnership enhance cross-device tracking, ensuring ad exposures are linked to outcomes. Choose DSPs with deep CTV integrations, like Magnite or FreeWheel, to access unified reporting across platforms.
- Use Multi-Touch Attribution Models: Last-touch models may overlook earlier touchpoints. Multi-touch attribution distributes credit across impressions, clicks, and conversions, revealing the full customer journey. For example, a Hulu ad may build awareness, while a subsequent Peacock ad drives conversion.
- Integrate Retail and Partner Data: Platforms like Roku and Amazon partner with retailers such as Walmart to link ad exposure with purchase behavior. Hulu’s integration with Verizon provides additional subscriber insights, enriching attribution.
- Implement Cross-Channel Attribution: Tools like Nielsen ONE and Google Campaign Manager 360 track interactions across CTV, social, and search, clarifying OTT’s influence on broader campaign success.
- Prioritize Privacy Compliance: Adopt clean room technologies from providers like AWS or Snowflake to enable secure, regulation-compliant data sharing. Implement transparent consent mechanisms to maintain viewer trust and long-term access to data.
Optimizing Campaigns with Measurement Insights
OTT measurement is not just about tracking—it’s about using data to optimize performance. Real-time analytics from platforms like Roku Ads Manager or Hulu Ad Manager provide metrics like impressions, video completion rates, and conversions, enabling advertisers to refine campaigns dynamically. If a Roku campaign shows high impressions but low click-throughs, the targeting may be too broad, or the creative may need a stronger call-to-action. Conversely, high conversions on a Peacock campaign might justify scaling investment in shoppable ads.
A/B testing is a powerful optimization tool. Test different ad formats—such as a 15-second versus a 30-second video—or audience segments, like sports fans versus movie buffs, to identify high-performing combinations. Adjust scheduling based on performance data; evening placements often yield higher engagement due to peak viewership. Regular performance reviews—weekly for short campaigns, biweekly for longer ones—ensure agility, with platform support resources offering additional guidance.
The Future of OTT Measurement
As OTT advertising evolves, measurement technologies will continue to advance, driven by artificial intelligence and privacy-focused innovations. AI-powered analytics will predict consumer behaviors, optimizing ad placements in real time, while machine learning will enhance attribution accuracy by identifying patterns across devices. Clean room technologies and first-party data alliances, like those between Roku and Walmart, will address privacy concerns, enabling secure data sharing without compromising compliance.
The rise of shoppable ads, integrated with platforms like Shopify, will streamline measurement by linking ad exposure directly to purchases, reducing reliance on third-party tracking. As CTV ad spend is projected to reach $30 billion globally by 2027, standardized metrics and interoperable identity solutions will emerge, simplifying cross-platform measurement and enhancing comparability.
Driving Success Through Data-Driven Insights
OTT measurement is the backbone of effective streaming campaigns, providing the clarity needed to track performance across devices and optimize outcomes. By leveraging identity solutions, multi-touch models, and retail data integrations, advertisers can navigate the complexities of the CTV ecosystem and unlock actionable insights. Platforms like Roku, Hulu, and Peacock, with their robust measurement capabilities, empower brands to connect ad exposures to business results, from awareness to conversions. As the streaming landscape continues to grow, mastering OTT measurement will be a strategic imperative, enabling advertisers to craft data-driven campaigns that resonate with audiences and deliver measurable impact in 2025 and beyond.
