OTT (over-the-top) is advertising delivered directly to viewers over the internet through streaming video services or devices, such as smart TVs or connected TVs. Examples are Netflix, Hulu, Disney and Prime, Roku, Firestick and Apple TV among others. OTT advertising offers some of the benefits of advertising technology that marketers have used in online ads for years. There is targeting, dynamic ad insertion, and advanced analytics. Unlike traditional TV commercials, OTT may offer much shorter ads, but at the same time make them more personalized. This will be possible through targeting capabilities absent in traditional TV with geolocation, demographic data, and device information.