makegoods

Definition

Compensatory advertising inventory provided when campaigns underdeliver on promised impressions or performance. The media equivalent of 'sorry we ruined your wedding, here's a gift card.'

Example Usage

After our TV spot got preempted by breaking news three times, the network offered makegoods during even worse timeslots.

Origin

Traditional media buying terminology dating back to early 20th century broadcast advertising

Fun Fact

Makegoods clauses are legally binding in most media contracts, but getting premium inventory as compensation is nearly impossible.

Source: Media buying and advertising sales terminology

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