The Dirty Secrets of the OTT/Streaming Industry

Streaming TV and OTT advertising continue to attract larger shares of dealership marketing budgets, but many dealers are left with more questions than answers. As spending increases, so does the demand for transparency, accountability, and proof of performance.

This report will focus on the growing concerns surrounding OTT advertising sales, reporting, and measurement in the Automotive industry. Through direct dealer feedback and industry analysis, the research investigates the transparency gaps that continue to frustrate automotive retailers.

Dealers consistently ask:

• Where did my ads actually run?
• Can I verify the content and channels where my ads appeared?
• Are the reports I’m receiving providing the full picture?
• How can I determine which OTT providers are delivering real value?

The report explores the challenges dealers face with poor auditing capabilities, limited exposure reporting, and opaque sales practices that make it difficult to evaluate campaign effectiveness. It also examines the disconnect between what is sold during the sales process and what dealers can independently verify after campaigns launch.

At the same time, this research is not solely focused on what’s broken. The report highlights providers, platforms, and reporting methodologies that are helping dealers gain greater visibility into their media investments and better understand campaign performance. It’s designed to help dealers ask better questions, identify red flags, and understand which partners are setting a higher standard for transparency and trust in the rapidly evolving OTT marketplace.