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over-the-top television or OTT refers to the delivery of TV and film content via a device that connects the both the internet and the television the term over-the-top is in reference to the fact that OTT devices go over a cable box to give users access to TV content ing to eMarketer in 2019 nearly 55 percent of the u.s. population uses OTT streaming services OTT can be accessed primarily in three ways number one connected devices including streaming devices Smart TVs and gaming consoles examples include Roku Apple TV and Xbox number two popular subscription and free streaming services such as YouTube TV PlayStation View and Pluto TV and number three television apps such as a a watch ESPN and weather Nation which are accessible through internet connected TVs OTT advertising is often bought and sold programmatically meaning that the technology automates the buying and selling of the advertising in real time this allows the advertiser to docHub the right audience at the right time and puts
