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Over the Top TV and Connected TV


Kochava’s Unified Audience Platform provides effective and accurate tracking of audiences across all connected devices. OTT and CTV measurement support provides the ability, depending on the device, to track installs, events, clicks and impressions.

OTT and CTV Attribution

OTT and CTV devices deliver content such as audio and video through the use of the internet without requiring users to subscribe to a traditional cable or satellite service.

The Kochava system provides deterministic and probabilistic matching. Depending on the device identifiers passed to Kochava (Device ID, Device UA, and IP Address) either deterministic or probabilistic (fingerprint) attribution will be employed. (see iOS 14+ restrictions)

Kochava collects (via momentary redirect or network server ping) device information when an impression is served or a user clicks on an advertisement served by a network. Each of these engagements are eligible for attribution. Once the app is installed and launched, Kochava receives an install ping (either from the Kochava SDK within the app, or from the advertiser’s server via Server-to-Server integration).

For more information about Kochava’s attribution engine, refer to our Attribution Overview support documentation.

 

Deterministic Attribution:

When an OTT or CTV passes Kochava unique device characteristics, which are identifiers that are completely unique to that individual device only, the Kochava attribution engine can provide authoritative attribution.

 

Probabilistic Attribution:

When an OTT or CTV does not pass Kochava unique device characteristics, but instead passes an IP address and/or Device UA, the Kochava attribution engine can provide a high likelyhood of attribution. Although deterministic matches made with device IDs are superior to probabilistic matches with regard to attribution, probabilistic matches are used in circumstances where the collection of device IDs is prohibited.


Streaming Boxes/Sticks

Native SDK
Device ID
Device UA
IP Address
Impression
Click
Install
Events
Manage Subscription
Authorization (Device to OTT)
S2S
** RIDA ** ** ** **
fire_adid
android_id
* *
idfa * * * *
* source maid * *

* Kochava can accept, but platform is unwilling or unable to provide this data. Please reach out to your platfrom partner and include Kochava.
** Developed and waiting on approval from Platform.


Smart TVs

BEST PRACTICE: While a MAID, IP and Device UA are necessary for accurate mobile attribution, a smart TV operates differently and does not bounce from IP address to IP address through the day so IP only attribution remains highly accurate in the OTT/CTV space.

 

Native SDK
Device ID
Device UA
IP Address
Impression
Click
Install
Events
Manage Subscription
Authorization (Device to OTT)
S2S
(Tizen) * * * *
* * * *
(WebOS) * * * *
* *
TBD TBD TBD TBD TBD
* * *
* *
* * *

* Kochava can accept, but platform is unwilling or unable to provide this data. Please reach out to your platfrom partner and include Kochava.


Game Consoles

Native SDK
Device ID
Device UA
IP Address
Impression
Click
Install
Events
Manage Subscription
Authorization (Device to OTT)
S2S
msai *
* * * * * * * *
* * * *

* Kochava can accept, but platform is unwilling or unable to provide this data. Please reach out to your platfrom partner and include Kochava.