OTT is the fastest-growing segment of TV ad spend. But where exactly does it fit into the larger plan? Chris Peterson, managing partner at R2C Group, posed this fundamental question during the "Making the OTT/Digital Video Connection" discussion at TV & Video Insider Summit.

During the Q&A session "Doing the Addressable TV Math," at MediaPost's TV & Video Insider Summit, panelists took on addressable TV's biggest constraints and expressed their desire to measure addressable TV and OTT.

About a year ago, digital personal finance company SoFi took its media-buying and planning operations in-house with the intention of driving greater targeting and efficiency for its TV campaigns. What have they learned?