Marketing Terms



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.

It is generally advisable to plan solutions for underdelivery before an advertising buy is completed, rather than trying to haggle on a settlement after the fact.

see also: Online Advertising Marketing Tools

Related Terms

view all terms in the Online Advertising glossary or all terms in the Digital Marketing glossary


The Inevitable Underdelivery Problem
ClickZ (October 10, 2001)

Makegood, Shmakegood
ClickZ (June 15, 2001)

How to Deal With Underdelivery
ClickZ (November 30, 2000)

Dealing With Underdelivery
ClickZ (October 11, 2000)