What is a “makegood”?
In the world of advertising, “makegood” is a term used to describe an offer by a media outlet to make up for any shortfall in the guaranteed delivery of ad impressions, clicks, or other performance metrics outlined in the original agreement.
For example, if an advertiser has contracted for 100,000 ad impressions and only receives 80,000, the media outlet may offer a makegood to provide the remaining 20,000 impressions at no additional cost. Makegoods can also be offered in cases where an ad placement is incorrect, or when an ad doesn’t run at all due to technical issues or other errors.
What are my makegood choices?
When it comes to makegood choices, advertisers typically have a few options.
- Request additional ad placements to make up for the shortfall
- Choose to receive a refund for the undelivered ad impressions
- Negotiate for additional benefits or compensation
Why is it important for advertisers and CMOs?
Makegoods are important for both advertisers and chief marketing officers because they help ensure that campaigns are delivered as promised, and they provide a mechanism for correcting any issues or errors that may arise. By offering makegoods, media outlets can maintain good relationships with advertisers and reduce the risk of losing business in the future. For advertisers, makegoods provide a safety net to protect their investment and help ensure that their campaigns are successful.
Overall, makegoods are an important part of the advertising ecosystem, providing a way to address issues and maintain trust between advertisers and media outlets.