What are additional ad impressions negotiated to compensate for shortfalls known as?

The term used to describe additional ad impressions negotiated to compensate for shortfalls is "Make Goods." This practice typically occurs when an advertising campaign does not meet its guaranteed metrics, such as the agreed number of impressions. The advertiser may receive additional impressions at no extra charge to ensure that their campaign delivers the expected value.

This approach is common in the advertising industry as it helps maintain client satisfaction and trust and also allows the media seller to fulfill contractual obligations. By offering make goods, agencies and networks can address discrepancies and allow advertisers to achieve their desired reach and performance outcomes without incurring additional costs. Such arrangements are critical for maintaining long-term relationships in the competitive advertising landscape.

In contrast, other terms may refer to related but distinct concepts. For example, bonus impressions typically imply extra impressions provided above the standard buy, often as part of a promotional offer, and fillers usually refer to additional content or ads to fill inventory gaps rather than compensating for under-delivery. Compensation ads could suggest a broader range of substitutions or adjustments rather than specifically addressing shortfalls, making "Make Goods" the most precise answer in this context.