Retail Media
Opportunity to see (OTS)
Opportunity to see is the share of store trips that pass a placement's visibility area, used to compare and price in-store inventory.
Formula
OTS = trips with an impression ÷ total store tripsWhy it matters
OTS makes inventory comparable across stores of different sizes. A screen with 43% OTS in a small store may be worth more to an advertiser than one with 12% in a hypermarket.