Credit and Value Add
When errors occur during campaign execution, Criteo ensures fair value for advertisers by issuing make-goods. Make-goods are unbillable funds allocated to specific campaigns or line items, typically to address issues like incorrect revenue allocation or as part of a promotional strategy.
There are two types of make-good available:
Credits
Value Add
Credits
Credits are tied to specific line items.
Line items with credits will spend from the credit first, before utilizing any other billable funds (e.g., existing balances).
These funds adhere to the pacing settings of the campaign and line item.
When to use credits?
Credits are generally issued to compensate advertisers for issues such as:
Bot activity
Technical errors
Human errors impacting working media spend for a specific campaign or line item
Value Add
Value Adds are allocated to the overall balance and shared across all campaigns linked to that balance.
These funds are spent in a 50/50 ratio with billable funds (Example: $1 value add for every $1 billable).
They follow the pacing settings at both the campaign and line-item levels.
When to use value adds?
Value Adds are typically used as promotional funds.