Glossary · Ad budget ops
Surplus reallocation
Surplus reallocation is the deliberate decision, at reconciliation, to move underspent budget somewhere useful — rolled forward to the next period or reallocated to a channel that can use it — rather than letting it quietly disappear at the close.
Underspend is not "saved" by default; in most setups it simply evaporates at month-end. Treating surplus as a decision, with a recorded reason, is how teams keep budget they would otherwise lose.
Related terms
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