Non-drop
A marketing term claiming engagement will never disappear. Nothing sold in this market is non-drop, and the refill guarantee sold beside it proves it.
"Non-drop" is the market's most common claim and its least defensible one.
Platforms continuously remove inauthentic accounts and the engagement attached to them. A panel cannot exempt its inventory from that, because the panel does not control the platform — and in most cases does not even control the supplier.
The tell is that the same panel will sell you a non-drop service and a refill guarantee on the same page. If it were non-drop, the refill would be pointless. We do not repeat this claim, and we treat a panel that leans on it as telling us something about its relationship with accuracy.