Glossary

Underdelivery

It is the delivery of less impressions, visitors, or conversions than contracted for a specified period of time. Underdelivery can occur for a variety of reasons. A site or network may experience an unexpected drop in traffic. Low CPM campaigns may be bumped for high CPM campaigns. Pay-for-performance may be bumped for any CPM campaigns, plus there is the added risk that the creative units fail to generate the anticipated level of response.

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