What is a Makegood?
When a media campaign underdelivers on what was promised, advertisers aren't simply out the money. The industry has a built-in remedy that keeps campaigns whole and holds media partners to their guarantees — the makegood.
What is a makegood in advertising?
In advertising, a "makegood" is a media outlet's offer to compensate for a shortfall in the guaranteed delivery of ad impressions, clicks, or other performance metrics set out in the original insertion order.
If a campaign underdelivers against its guarantee, a makegood fulfills that commitment at no additional cost to the advertiser. For example, if an advertiser is contracted for 100,000 ad impressions and receives only 80,000, the media outlet delivers the remaining 20,000 at no extra charge. Makegoods also apply when an ad runs in the wrong placement, or fails to run at all because of a technical fault or trafficking error.
The most widely used framework for when a makegood is owed is the IAB Standard Terms and Conditions for Internet Advertising (v3.0), which specify that a media company must offer a makegood when it underdelivers on the guaranteed metrics in an insertion order — including shortfalls caused by a force majeure event, or a failure to provide accurate, complete campaign reporting.
What are my makegood choices?
When a shortfall occurs, advertisers typically have a few options:
- Additional placements: Request added ad placements to make up the missing impressions or engagements, letting the media outlet fulfill its obligation without extra payment from you.
- Refunds for underdelivered impressions: Take a refund for the undelivered ad impressions, reclaiming part of your investment when a makegood in kind isn't workable.
- Negotiating for added value: Push for higher-value placements, better dayparts, or extended flight dates — often the most valuable outcome when you have leverage and a continuing relationship with the seller.
A few principles govern how well makegoods actually protect you:
- Track delivery in-flight, not at wrap. Monitor pacing continuously so you catch a shortfall while there's still time to remedy it in-flight, rather than discovering it after the campaign ends.
- Get the guarantee in writing. A makegood is only as strong as the delivery guarantee in the insertion order. Vague terms produce vague remedies.
- Treat makegoods as investment protection. For a CMO, disciplined makegood management safeguards both campaign ROI and the credibility of the media partnership. This is a core part of the accountable media buying Criterion Global runs for clients.
How makegoods work in CTV and programmatic buying
Makegoods began in linear TV, but they matter more than ever as budgets shift to connected TV (CTV) and programmatic. As IAB Tech Lab's updated Guide to Programmatic CTV (December 2025) reflects, premium streaming inventory is increasingly transacted through programmatic guaranteed deals — automated buys that still carry a fixed impression commitment, and therefore still trigger makegoods when delivery falls short.
The mechanics differ from linear in two ways. First, reconciliation is data-rich: at campaign wrap, delivery is matched against the guaranteed currency and makegoods are claimed where the numbers warrant. Second, the remedy is often executed in the platform — shifting weight to other partners, dayparts, or inventory that adds incremental reach without spiking frequency. The principle is unchanged; the settlement is faster and more measurable.
Why makegoods matter for advertisers and media outlets
Makegoods keep both sides honest. For advertisers, they are a safety net that protects media investment and keeps campaigns on plan. For media outlets, honoring them preserves advertiser trust and the relationships that drive repeat business. Across linear, digital, and CTV, the makegood is the mechanism that turns a delivery guarantee into something enforceable — and it's a standard part of how a disciplined media partner manages your spend.
Sources & further reading:
- IAB & 4A's | Standard Terms and Conditions for Internet Advertising, v3.0
- IAB Tech Lab | CTV Ad Portfolio & Updated Guide to Programmatic CTV (Dec 2025)
- Criterion Global | The Paid Media Agency a CFO Would Build