Over The Top T-Commerce is a new term and it mixes TV Commercial AD PODS with your TV Remote. A good example is the Roku Remote STAR button.
The STAR button, REPRESENTS an EVENT that you control. When you see the Tumbler Commercial on the Roku Channel, press the STAR button and send an EVENT to the OTT device. This event is represented by an IR PULSE. The Pulse communicates to the OTT device what to do next.
Next, it will pause the Video and display a User Interface that starts a CC payment and tracks your Tumbler purchase using BAR CODES. Shown below.