Hulu and most OTT inventory is not clickable, but that doesn't mean we can't track conversions.  We use a number of ways to show conversions of your Hulu and other OTT advertising that combine the power of view through data and cross device matching.  View through data tells us when a device has been served a streaming ad, and cross device matching is what allows us to not only serve ads to someone across their multiple devices, but identify if someone saw an ad on one device, and then used one of their other devices to  convert.  Example: They say your Hulu advertisement on their smart TV, but they bought your product on their computer or they walked into your store with their smart phone in their pocket.

With this info, we leverage two forms of conversion tracking depending an an advertising campaign's targeting features.

1. Physical Conversions.  This can be used when we use geofence targeting to serve ads to someone based on where they physically have been at a very, very, very hyper local level using GPS and Wi-Fi data.  We use the same technology we use to target someone to also identify if they've physically converted into our advertiser's location as well.
2. Online Conversions.  This can be implemented for or other targeting tactics, and allows us to track online conversions like button clicks or when someone navigates to a specific webpage that indicates they converted.

It's also important to look ad other data to determine success like website traffic, search volume, leads generated, and sales history.