Also see:
A missed opportunity is when there was an opportunity to play an ad, but the opportunity was missed because no ads were available to be inserted/replaced. Think of an ad request as an opportunity; if the request was not fulfilled, it is a missed opportunity.
Missed opportunity data appears in the TAP Explore Sell-thru Rate report and in Forecasting. There is a difference in how missed opportunities are reported for In-stream/On-demand delivery and podcast delivery.
In-stream/On-demand:
Missed opportunity reporting does not consider ad duration. When the first unfulfilled ad request comes in, duration from that time to the end of the break is converted into “1 missed opportunity” with that duration, regardless of the duration remaining until the end of the ad break. For example, in an ad break of 120 seconds where one 30-second ad plays and is followed by a missed opportunity, the rest of the break is unfulfilled and the gap is counted as one missed opportunity regardless of how much time remained in the break’s duration. That break therefore counts one impression and one missed opportunity.
The missed opportunity number in the TAP Explore Sell Thru Rate report is the sum of all the captured missed opportunities during the report period, no matter the durations of the missed opportunities.
Podcast:
When an ad request is unfulfilled, it is captured as a missed opportunity with the number of ads remaining in the ad break. The listener is sent back to main content.
For example, if your mid-roll ad break had the capacity for four ads, and after the second ad played there were no flights eligible for the third ad, two missed opportunities are captured (third and last). Such a break records two impressions and two missed opportunities.
Note: if you have a flight targeting Position in Break = Last, and ads prior to this position in break are unfulfilled, this flight will not have the opportunity to run. For more information, see "'Position in Break: Last' Targeting Notes".
Effect in Forecasting
Forecasting is based on historical data, so previous missed opportunities are part of the formula used to determine future inventory:
Inventory = Played impressions + missed opportunities.
For more information, see Forecasting Usage Notes and Tips Forecasting Usage Notes and Tips.
For information about response codes for the On-demand ad service, see 200 - No Ad Response (Missed Opportunity) in the On-Demand Specification.