The following is part of TV[R]EV’s “Eyes On Local” video series. Interested in learning more? See our new “Local OTT: What You Need to Know” special report.

Attribution is crucial for OTT -- especially now, as budgets come under closer scrutiny. Tom Cox, president of Premion and head of corporate and business development at Tegna, discusses what the future of OTT attribution could look like in the video below:

Q: What might the future of OTT attribution look like?

Tom Cox:  So there we look at performance through primarily two attribution lenses today. One is website traffic, the other is footfall traffic. But I think, to your point around “where's OTT going long term?” I think there are significant opportunities to expand attribution capabilities beyond just footfall or website pixel traffic.

Alan Wolk: Right, right. There's a bunch of companies, iSpot being the most prominent that do that kind of much more advanced attribution sort of stuff, which is fascinating the amount of data that they're able to get.

Tom Cox: Yeah, I think it'd be interesting once we really can start developing OTT attribution capabilities similar to what you can do in mobile and you can arguably see many CPG companies looking at OTT.