Make-good
Replacement inventory a publisher gives when a campaign underdelivers against what was promised.
The traditional remedy in media buying: a campaign guaranteed 100,000 impressions delivers 70,000, and the publisher runs it again until the shortfall is covered rather than refunding. It suits both sides when the relationship continues, because the publisher keeps the revenue and the buyer gets what they bought.
Make-goods need a deadline to mean anything. "We will make it up" with no date is a discount that never arrives.
How LinkBourse handles it
A guaranteed booking that underdelivers is reconciled in money, not promises: the shortfall is clawed back from the seller balance against the measured delivery. A publisher who would rather make good can agree that with the buyer directly, but the default protects the person who already paid.
Terms it depends on
- Escrow
- Money held by a third party from the moment a campaign is booked until the agreed work is confirmed delivered.
- Insertion order
- The signed document that fixes what will run, where, when, at what price, and what happens if it does not.
- CPM
- The price of one thousand ad impressions — the standard unit for buying reach rather than outcomes.