insertionorder

An insertion order, or IO, is a formal contract used in advertising to authorize the purchase of media space or time between an advertiser and a publisher or media owner. It governs the terms of delivery and payment for a campaign and typically accompanies digital campaigns, though it can also apply to print or broadcast placements. An IO defines the scope of the deal, including campaign name, flight dates, budget, and the inventory or placements to be used.

A typical IO includes several elements: the parties involved and an assigned IO number; campaign objectives and name; start and end dates or flighting schedule; target geography and audience; approved inventory, placements, and ad formats; creative specifications and size requirements; pricing model (CPM, CPC, flat rate) and the total budget; delivery commitments such as impressions, clicks, or video starts and pacing rules; billing terms, invoicing schedule, and any discounts or fees; reporting requirements and data access rights; terms related to copyright, ownership, and usage of creatives; brand safety and compliance policies; change orders or amendments and termination terms.

Process and governance: The IO is negotiated, approved, and then operationalized in ad servers or demand-side platforms. Creatives are submitted and approved, campaigns are trafficked, and performance data are reported. If delivery falls short or changes are needed, amendments or new IOs may be issued. At campaign end, reconciliation and invoicing take place, with renewal or termination determined by the terms.

Relationship to line items: An IO often serves as the master contract under which one or more line items or placements are created, with each line item detailing the specific flight and metrics for that portion of the deal.