Media & Publishing / Ad Operations
Make-Good / Under-Delivery Rate ~ (aliases: under-delivery rate, delivery/pacing rate, make-good rate, ADU)
For guaranteed ad campaigns, how much of the impressions the publisher committed to actually got delivered, and what it owes when it falls short.
The fork, why two teams get different numbers
Fill and sell-through ask how much inventory got monetized; make-good/under- delivery asks whether the publisher kept its CONTRACTUAL promise on a guaranteed buy, and the fork is what counts as "delivered." DELIVERED vs CONTRACTED: delivery rate = delivered impressions ÷ contracted (guaranteed) impressions; under 100% triggers remediation.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: IAB/ad-server guaranteed-delivery and make-good convention (reference); ad-operations practice (no single standards body)