Read Time: 6 minutes
Learn how to use both guaranteed and expected deliverables in Campaign Builder to reduce margin loss, monetise overperformance, and optimise inventory allocation. This dual-metric approach helps you maintain pricing control, improve campaign flexibility, and present stronger, more transparent media plans that drive upsell opportunities and long-term client value.
Why more sophisticated publishers are moving beyond fixed guarantees to balance performance, price, and scale
If your content products already include moderate guarantees, based on known on-site drivers or small Meta budgets, you’re ahead of the curve. But if you’re not also including expected deliverables in your packaging, you could still be leaving money on the table.
Here’s why: fixed guarantees alone don’t account for fluctuating performance or shifts in advertiser demand. And if you’re not tracking and communicating the upside potential, you risk margin loss when campaigns underdeliver, or miss the opportunity to monetise when they overperform.
A dual-metric approach, using guaranteed and expected deliverables, gives publishers a more dynamic, commercially sound framework for pricing, inventory allocation, and client communication.
1. Reduce Margin Loss From Lower-Performing Campaigns
Not every campaign hits. Some clients come in with tight budgets, weak creative, or low-performing objectives. By setting a clear guaranteed minimum, you cap your obligation, ensuring you don’t over-deliver valuable inventory to campaigns that aren’t earning it.
This lets you:
Set price floors and lock in value, even on smaller or underperforming campaigns
Avoid giving away impressions at discounted rates
Maintain a stronger eCPM and protect your fill rate across the board
In Campaign Builder, you can set this benchmark as your guaranteed outcome, supported by your own on-site traffic data and core Meta delivery metrics. Then use AmpPlus to back it up with additional reach, if needed.
2. Monetise Overperformance With Expected Deliverables
Sometimes content outperforms expectations, and that’s great. But if you’re only working with a guaranteed model, you may end up giving away that overperformance for free.
Adding expected deliverables to each product creates space to:
Highlight the potential for over-delivery in every proposal
Justify incremental spend when performance exceeds the minimum
Trigger mid-flight upsells or future renewals based on results
In Campaign Builder, expected impressions or views can be modelled based on performance history or projected results with amplification. These are not promises, they’re signals of scale. That gives you pricing flexibility and supports dynamic campaign optimisation.
3. Improve Yield With Smarter Inventory Allocation
Dual deliverables also support better inventory management. By separating what’s guaranteed vs expected:
You can flexibly allocate surplus inventory
Optimise high-performing placements toward premium-paying clients
Dynamically adjust campaign pacing or pricing based on real-time results
In AmpPlus, you can build custom audiences or use one of 500+ pre-built segments to better match inventory with intent, while using Channel Assistant to find the most efficient amplification mix for the results you want.
This means you’re always optimising for ROI, across both scale and margin.
4. Strengthen Client Relationships With Transparency and Upsell Potential
Including both deliverables in your media plans shows clients that you’re serious about results, but also open about performance potential.
It helps:
Set realistic expectations from day one
Build a foundation for performance-based upsells
Foster retention through clear reporting and accountability
Clients love knowing the minimum they’re buying and what’s possible if performance lands. This approach gives you the credibility of fixed delivery, and the flexibility to grow revenue when results follow.
Final Thought: Guarantees Protect Margin. Expectations Unlock Growth.
For publishers already working with moderate guarantees, adding expected deliverables is a natural evolution. It reduces your downside, increases your upside, and gives your sales and ops teams the structure they need to sell and scale confidently.
Want to review your product structure or performance benchmarks in Campaign Builder?
Reach out and we’ll help you refine your setup for better margin protection and more scalable delivery.