OTT
Rockerbox tracks OTT and CTV touchpoints on a user's path to conversion by performing a matchback on a between a user's hashed IP passed on a session and IP provided by a vendor from one of the below sources:
- Impression Tracking Pixels
- OTT Log Files
Methodology Overview
- A match back is performed on a hash_ip (SHA256) between an on-site session and OTT Marketing Event (impression).
- Further filtering of sessions eligible to have an OTT impression inserted on an eventual user's path to conversion is applied. Filtering may be applied based on:
Shared IPs: IPs suspected to be shared IPs are excluded from eligibility of having an OTT impression inserted on a user's eventual path to conversion.
Eligibility Windows: Rockerbox applies an eligibility window reflecting the time between a served impression and an on-site visit. Any matches that fall outside of the eligibility window are excluded from eligibility of having an OTT impression inserted on a user's path to conversion
Additional Marketing Context: for web sessions, Rockerbox will only considers a session as eligible to have been driven by an OTT impression if the referrer is direct (the user came straight to the website) or from search (the user came to the website through paid or non-paid search traffic).
- Remaining eligible sessions have an OTT touchpoint inserted on the user's path to conversion.
Shared IPs
Since we use hash_ip as our primary identifier to find matches between OTT Marketing Events and on-site sessions, we need to eliminate the scenario where multiple people within an office or home shared a single hash_ip. If the events served from single hash_ip exceed a threshold, we consider it as a shared hash_ip and perform a more strict rule on it to avoid over-crediting the IP.
Eligibility Windows
An eligibility window reflects the time period between an OTT Marketing Event (impression) and an on-site session. This differs from a traditional attribution window, which reflects the period of time between an impression and a conversion. This eligibiliy window is applied across all OTT partners that are measured using the methodology above.
Default: Rockerbox applies a 300 minute (5 hour) eligibility window by default, based on a standard window found to offer attribution results that align with both measurement best practices for OTT and performance expectations across hundreds of customers.
Customization: Rockerbox enables each customers to customize the Eligibility Window to further fine-tune measurement based on user behavior. Changing the Eligibility Time Window will apply only to future OTT Marketing Events – it is not backfilled retroactively for historical OTT Marketing events.
Time windows are currently limited to 1440 minutes (24 hours).
For more information on modifying your OTT eligibility window, please consult with your CSM or reach out to support@rockerbox.com.
Alternative OTT Methodologies
Some of the partners with whom Rockerbox has an OTT integration may have other methodologies applied for attributing marketing touchpoints than the methodology described above.
Tatari OTT: Tatari does not pass Rockerbox an IP against users who were served impressions in their log files. Instead, a tatari_id is shared on the Rockerbox pixel and is used to create a touchpoint on a user's path to conversions.
MNTN: MNTN's Verified Visits are used to insert touchpoints on a user's path to conversion.