Reach to grab revenue

Insertion Order: The Essential Guide to IO in Advertising

An Insertion Order (IO) is a promise made between a company that wants to market something (an advertiser) and a firm that puts adverts on its website (a publisher) in the world of advertising. This agreement is similar to a handshake agreement, but it is written down to ensure that everyone understands and agrees on the conditions.

What is an Insertion Order?

Subscribe to our newsletter

An IO is a vital piece of paper in the advertising industry because it informs both parties on what to expect from the advertising campaign. It’s similar to a thorough strategy in which the advertiser specifies how many people they want to reach, where the advertising should appear on the publisher’s website, and how much the advertiser will pay the publisher for presenting their ads.

Why was the Insertion Order Introduced?

Before the Internet, advertising negotiations were negotiated in person, and specifics were frequently agreed upon with a handshake. However, when more people began advertising on websites, a better technique to keep track of all the facts became necessary. This is when the IO comes into play.

How to Create an Insertion Order?

It is not difficult to create an IO. Online, you can find templates that you can use for free or pay for. Important information should be included in the IO, such as the names and contact information for both the advertiser and the publisher, the dates for the ad campaign, the size and type of advertisements, and how much the advertiser will pay the publisher.

Elements of an Insertion Order:

1. Parties Involved: This comprises the advertiser’s and publisher’s names and business names.

2. Contact Information: This section should include both parties’ contact information, such as phone numbers, emails, and addresses.

3. Campaign Specifics: This covers the campaign’s start and conclusion dates, as well as any unique timing needs or timelines.

4. Ad Specifications: Outline the sort of advertising, its sizes, colors, and where they should appear on the publisher’s website.

Benefits of Insertion Order

1. Deal Assurance: An IO is similar to a written promise, so both parties are certain of what they’ve committed. This can assist in avoiding future misunderstandings or disagreements.

2. Contains All Details: An IO is similar to a reference book that contains all of the details of the advertising arrangement. This makes it easier for both parties to recall what they agreed on and can also aid in future campaign planning.

3. Customizable: An IO is not predetermined. It’s a beginning point from which both parties can negotiate and agree on conditions that are beneficial to both of them.

4. No Ad Fraud: Because an IO is a manual procedure that requires direct communication between the advertiser and publisher, it eliminates the possibility of ad fraud.

Drawbacks Of Insertion Order

1. Slows the Process: Creating an IO entails multiple processes, including preparing the IO, obtaining approvals, and negotiating terms. All of these processes have the potential to slow down the process.

2. Bargaining It’s not always easy to come to an arrangement that works for both parties. This can prolong the process and occasionally prevent a settlement from being made.

3. No Longer Trendy: With new technologies such as programmatic advertising, automated tactics are gaining popularity. Because they are faster and easier, some marketers and publishers are abandoning the old IO procedure.

Best Practices for Publishers

1. Thoroughly review: Before signing an IO, both parties should go over all of the provisions to ensure that they understand and agree on everything.

2. Maintain Organisation: Publishers should maintain all IOs organized for future reference or audits.

3. Understand Your Inventory: Do not overpromise. Check that the quantity of impressions you commit to is based on previous facts.

Are Insertion Orders Legally Binding?

An Insertion Order is a legally binding contract. This means that once signed, both parties must follow through on their commitments. If any changes are made, they must be documented in writing and signed by both parties.

Difference Between Insertion Order, Purchase Order, and Invoice

1. Insertion Order: This is a word used primarily in the advertising industry to describe the terms and conditions of advertising campaigns. It is legally binding and is agreed upon prior to the start of the campaign.

2. Purchase Order: This is used in a variety of sectors to specify what has to be obtained in order to complete an order. It is also legally enforceable and is agreed upon before the delivery of goods or services.

3. Invoice: This is a term used in a variety of businesses and is issued by sellers to purchasers following a purchase. It documents the transaction and indicates the buyer’s responsibility to pay for the products or services acquired.


An Insertion Order may appear to be an extra step in the advertising process, but it is crucial. It assists both marketers and publishers in managing their budgets and expectations, as well as keeping everything organized and transparent. In the fast-paced world of advertising, having a written record of what has been agreed upon can save a lot of time and headaches down the road.

Frequently Asked Questions:

Q1. What is an Insertion Order?

– An Insertion Order is an agreement between an advertiser and a publisher to launch advertising campaigns. It ensures that the advertiser can run advertisements on the publisher’s inventory.

Q2. What are the benefits of an Insertion Order?

– Some advantages include the assurance of a deal, the inclusion of all details, the ability to customize it, and the reduction of ad fraud.

Q3. What are the disadvantages of an Insertion Order?

– The procedure can be time-consuming, negotiations can be difficult, and it is not as popular as automated alternatives such as programmatic advertising.