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The digital marketing glossary > A > What is Ad underdelivery definition?

What is Ad underdelivery definition ?

Ad underdelivery is relatively common in online advertising eco-system. It refers to the case where a publisher or an ad network can’t finally deliver all impressions (or clicks) stated in the insertion order.

Ad underdelivery may be due to :
- poor inventory forecasting
- sales management mistakes
- creative issues (for clicks)
- changing traffic trends
- brand safety filtering
- etc.

Underdelivery can often be worked out with campaign prolongation and compensations. But sometimes, it’s too late when a campaign is associated with an event.

 
Published on Friday 19 October 2012, mis a jour le Saturday 27 October 2012 (Authors)