Optik has launched a collection of modules that help advertisers and publishers take advantage of Internet-transmitted television, a.k.a. OTT (Over the Top). That would be things like Netflix that don’t go through a broadcast or cable network. According to the company, OTT now accounts for the majority of scripted TV programming watched by millennials. Modules help to identify viewers, enhance viewer profiles with third party data, target advertisements through interactive TVs, gaming consoles, and other connected devices, and measure results. A key point is there are no cookies or SDK integrations needed – so this is yet another new world of customer data to wrap your head around.