Underdelivery
Underdelivery is when an advertising campaign delivers fewer impressions, clicks or spend than planned or contracted within the agreed period
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It may be caused by overly narrow targeting, insufficient bids or budgets, limited available inventory, rejected creatives, frequency caps or technical tagging errors. In guaranteed deals, the publisher usually makes up for it with additional impressions, known as make-goods, or billing adjustments.
It should not be confused with poor performance: a campaign can deliver every impression and still achieve few conversions. The opposite, delivering more than agreed, is called overdelivery.
Also known as
Under-delivery
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