When it does happen, the requests are typically coming from major marketers whose ad spend is likely north of $300 million-$400 million annually. The rule of thumb is that the bigger the marketing spend the more likely it is the end-of-year burn off will occur.
But as marketers' ad budgets have continued to be squeezed and the focus on performance has continued to rise... there's overall more accountability for ad buyers.
Historically, we used to get like a million dollar last minute asks in the year to 'use it or lose it.' Now we are getting last minute asks on how we can account for that spending.
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