OTT (Over-The-Top) VS Programmatic Display

OTT (Over-The-Top) averages N/A CPC and $26.25 CPM. Programmatic Display averages $0.53 CPC and $2.63 CPM. Analysis for Ireland in 2026.

Quick Comparison Detailed Analysis

Advertising in Ireland

Ireland is a small but disproportionately strategic European ad market — CPMs run roughly 5% above US baselines, but the country's outsized role as the European HQ for Google, Meta, TikTok, LinkedIn, and most major tech platforms makes it relevant beyond its population (~5.2M). Most platforms' EU-wide commercial decisions are made in Dublin, and EU GDPR enforcement against US tech companies routes through the Irish DPC (Data Protection Commission), which has been historically criticized as slow but is now more active. Domestic ad spend is dominated by retail, financial services, telecom, and a notably high concentration of B2B SaaS due to Dublin's tech employer base. English-language creative is standard; Irish (Gaeilge) creative is rarely used outside specific cultural campaigns.

Currency
EUR
Top Ad Platforms
Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads
CPM vs US Baseline
+5% premium
Regulatory Notes
EU GDPR enforced by the Irish DPC, which has lead supervisory authority over most US-headquartered platforms; ePrivacy Regulations govern cookies and direct marketing.

Quick Comparison

OTT (Over-The-Top)

Connected TV and streaming platforms (Hulu, Roku, etc.)

CPC
N/A
CPM
$26.25
Best For:
Brand awareness Premium audiences Video storytelling
Pricing: high

Programmatic Display

Automated display ad buying across multiple exchanges

CPC
$0.53
CPM
$2.63
Lower Cost
Best For:
Scale Retargeting Cost efficiency
Pricing: low

Side-by-Side Comparison

Feature OTT (Over-The-Top) Programmatic Display
Cost Per Click (CPC) N/A $0.53
Cost Per Thousand Impressions (CPM) $26.25 $2.63
Pricing Tier high low

When to Use Each Platform

Choose OTT (Over-The-Top) If:

  • You're targeting brand awareness
  • You're targeting premium audiences
  • You're targeting video storytelling

Choose Programmatic Display If:

  • You're targeting scale
  • You're targeting retargeting
  • You're targeting cost efficiency
  • You want lower cost per thousand impressions ($2.63 vs $26.25)

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Related Comparisons

OTT (Over-The-Top) vs Google Ads PPC

OTT (Over-The-Top) vs Bing Ads PPC

OTT (Over-The-Top) vs Google Display Network

Data last updated: April 1, 2026

Advertising in Ireland: FAQs

The Irish DPC is the lead supervisory authority for Google, Meta, TikTok, LinkedIn, Apple, and most other major US tech platforms operating in the EU. Its rulings shape what those platforms can offer to advertisers across the entire EU — recent decisions have constrained Meta's behavioral advertising approach, for example. For media buyers, watching DPC activity is effectively watching the leading edge of EU adtech regulation.

Yes — Dublin's tech employer concentration (Google, Meta, LinkedIn itself, Stripe, Salesforce, AWS, plus a large indigenous SaaS base) makes LinkedIn unusually deep for B2B targeting relative to the country's size. CPMs typically run \u20ac35-\u20ac75 for tightly-targeted senior-tech audiences. International B2B brands often run Ireland-specific campaigns to reach EU regional decision-makers based in Dublin.

Slightly lower on average — Irish CPMs run roughly 10-15% below UK equivalents on Meta and Google for broad consumer targeting. The gap narrows for premium B2B LinkedIn inventory, where Dublin's tech concentration drives competitive pricing. EUR/GBP exchange shifts make the apparent gap move quarter to quarter, so denominate budgets and benchmarks carefully when comparing.