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Insertion Orders: A Comprehensive Guide

An insertion order (IO) is a legally binding contract between an advertiser and a publisher that specifies the terms of an ad campaign. It includes details such as the campaign dates, ad formats, targeting options, and pricing.Insertion orders are important for both advertisers and publishers. For advertisers, insertion orders help to ensure that their campaigns are executed according to their specifications. For publishers, insertion orders help to guarantee that they will be paid for the ad space that they sell.

How to Create an Insertion Order

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To create an insertion order, you will need to include the following information:

• Campaign name: The name of the ad campaign.

• Campaign dates: The start and end dates of the ad campaign.

• Ad formats: The types of ads that will be served in the campaign (e.g., display ads, video ads, native ads).

• Targeting options: The targeting options that will be used to select the audience for the campaign (e.g., demographics, interests, keywords).

• Pricing: The cost of the campaign, including any applicable discounts.

Once you have created an insertion order, you will need to have it signed by both the advertiser and the publisher.

What to Include in an Insertion Order

In addition to the basic information listed above, an insertion order may also include the following information:

• Flight schedule: The specific dates and times that the ads will be served.

• Creative specifications: The technical specifications for the ad creative (e.g., file size, file format).

• Payment terms: The terms of payment for the campaign (e.g., net 30, net 60).

• Cancellation policy: The cancellation policy for the campaign.

Tips for Creating and Managing Insertion Orders

Here are a few tips for creating and managing insertion orders:

• Be clear and specific: When creating an insertion order, be as clear and specific as possible. This will help to avoid any misunderstandings or disputes down the road.

• Get everything in writing: Make sure to get all of the terms of the campaign in writing in the insertion order. This will help to protect both the advertiser and the publisher.

• Review the insertion order carefully: Before signing the insertion order, be sure to review it carefully to make sure that all of the information is correct.

• Keep a copy of the insertion order: Once the insertion order has been signed, keep a copy for your records. This will be helpful if you have any questions or concerns about the campaign in the future.

Insertion orders are an important part of any ad campaign. By following the tips in this article, you can create and manage insertion orders effectively.