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The digital marketing glossary > U > What is Underdelivery definition?

What is Underdelivery definition ?

Underdelivery refers to the situation where less ad impressions or clicks are delivered than specified in the OI or contract.

Main reasons of observed underdelivery are:

- a discrepancy between publisher ad server and third party server (agency, advertiser, technology vendor)
- a fall in traffic
- a brand safety tool which prevents ad displays.
- CPM priorities management

Underdelivery can be a legal or commercial issue.

 
Published on Sunday 7 October 2012 (Authors)