Comments on: HOW MEDIA CAN SAVE ADVERTISING https://davetrott.co.uk/2023/10/how-media-can-save-advertising/?utm_source=rss&utm_medium=rss&utm_campaign=how-media-can-save-advertising Powered by The Barn Mon, 09 Oct 2023 18:20:18 +0000 hourly 1 https://wordpress.org/?v=6.9 By: Brian Jacobs https://davetrott.co.uk/2023/10/how-media-can-save-advertising/#comment-175651 Mon, 09 Oct 2023 18:20:18 +0000 http://davetrott.co.uk/?p=3202#comment-175651 ‘Opportunities to see’ is not and has never been the same as ‘seen’.
But – way back when the difference between the two was not vast. So OTS was a useful number.
Today with ad fraud, bots and the rest of the rubbish attached to online advertising the gap between ‘opportunities’ and ‘actually viewed’ is a chasm.
Which is why nobody uses the number any more, and why smart media people use better measures instead.

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