What is a "make good" campaign?

A "make good" campaign specifically refers to the practice of providing additional impressions to an advertiser when the initially agreed-upon impression targets are not met. In digital marketing, if an ad campaign fails to deliver the number of impressions that were promised, the publisher or advertising platform may offer additional ad placements, often at no extra cost, to compensate for this shortfall. This ensures that the advertiser receives the value they expected from their advertising spend and reinforces relationships between advertisers and publishers by fulfilling contractual obligations.

The other options refer to different marketing strategies or objectives that do not align with the specific mechanics of making up lost impressions in advertising. Generating new leads and prospects, improving customer satisfaction, and increasing brand awareness are distinct goals and strategies within marketing but do not encapsulate the essence of a "make good" campaign.