As over-the-top (OTT) systems gain popularity, advertising is expected to take a new shape. Using analytics and data, ads on OTT are better targeted unlike linear broadcasting. Jay Samit, a longtime digital media executive and currently the CEO of SeaChange International, a multiscreen video services firm, says “TV is going to look more like the newsstand,”. As converting to OTT will enable advertisers to identify and reach their targeted customers individually. In short, ads are going to become more efficient.