Makegoods

A makegood is a common practice in the advertising industry that involves offering additional advertising space or time to an advertiser to compensate for a previous error or omission. This error could be anything from a missed ad placement, an incorrect ad, a delayed run, or a technical issue that rendered an advertisement ineffective. The goal of a makegood is to ensure the advertiser receives the full value of their contracted media buy and to maintain a positive client relationship.

Makegoods are typically offered by the media outlet or advertising platform that made the mistake. The terms of a makegood are usually negotiated between the advertiser and the media vendor. These terms can vary widely depending on the nature of the error, the value of the original contract, and the available inventory of the media outlet. For instance, a makegood might involve running the ad at a more premium time slot, in a higher-visibility location, or for an extended period.

The decision to accept a makegood or to request a refund for the missed or incorrect advertisement is at the advertiser's discretion. Factors influencing this decision include the impact of the error on the campaign's overall objectives, the cost-effectiveness of the makegood compared to a refund, and the ongoing relationship with the media vendor. In essence, makegoods serve as a goodwill gesture and a mechanism for rectifying mistakes in the complex world of advertising placement.