OTT advertising, also known as over-the-top advertising, refers to the practice of delivering targeted advertisements through streaming services and devices, such as smart TVs, gaming consoles, and mobile devices, that bypass traditional cable or satellite providers. This form of advertising allows brands to reach a highly engaged audience, as viewers are actively consuming content and are less likely to skip or ignore ads. With the rise of streaming services and the decline of traditional TV viewership, OTT advertising has become an essential component of modern marketing strategies.