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# OTS (Opportunity to See)
- URL: https://www.adlingo.org/glossary/ots/
- Published: 2025-01-15T10:15:00.000Z
- Updated: 2025-01-15T10:15:00.000Z
- Description: A metric that estimates the potential for an ad to be seen by the target audience, based on placement and delivery parameters.
- Author: Travis Lusk
- Tags: Measurement, #glossary, #Import 2026-10-27 17:05

A delivery metric, not a viewability metric. OTS tells you the ad was in a position where it could have been seen. It does not tell you whether anyone looked at it, processed it, or registered it. Useful as a reach planning input. Less useful as a campaign performance measure. The gap between OTS and actual attention is where a lot of media value disappears.