You down with OTT? Well, you should be: "over-the-top" television has infiltrated the average living room through smart TVs, Blu-Ray players, set-top boxes, and gaming consoles. This wide adoption will force brands to reconsider everything from how to buy airtime to how to achieve mass reach. This summary of IPG Media Lab's white paper on OTT addresses these and other issues relevant to brands and media owners.