Metrics commonly used to measure the effectiveness of OTT Advertising include: Impressions: The number of times an ad is shown to viewers. Completion rate: The percentage of viewers who watch the entire ad. Click-through rate (CTR): The percentage of viewers who click on an ad after seeing it. Conversion rate: The percentage of viewers who take the desired action, such as making a purchase or signing up for a service. Viewability: The percentage of the ad that is visible to the viewer on the screen. Return on ad spend (ROAS): The revenue generated compared to the cost of advertising.