Supply-side video adtech firm SpotX and market research platform Milieu Insight have collaborated on a measurement solution to provider deeper insights on the performance of OTT campaigns.

Measurement is a key issue for advertisers investing in OTT, according to SpotX Asia managing director Gavin Buxton. Advertisers want proof that their spend is leading to a "verifiable lift in brand metrics", he said.

The firm has tapped Singapore-based Milieu Insight to build a panel-based campaign uplift measurement solution for advertisers across Southeast Asia, that will measure the impact of OTT ad campaigns on brand metrics like awareness, consideration and purchase intent.

Source: Campaign Asia