OEM in CTV advertising refers to ads delivered through smart TV manufacturers’ platforms using their built-in operating systems. The Home screen Masthead is the premium and impactful advertising property, displayed the moment a user switches on their TV set. As the very first screen they see, it guarantees unmatched visibility and brand recall. The Carousel Masthead is a scrollable series of cards or videos within the masthead section — users can swipe or scroll horizontally through multiple creatives, which is an engaging experience. It ensures enhanced visibility and interaction, making it ideal for driving impactful engagement in a native environment. The advertiser can choose the ad format as a banner or a combination of banner and video.