An insertion order is the final step in the ad proposal process; when an insertion order is signed, it represents a commitment from an advertiser (or their agency) to run a campaign on a publisher’s site(s).
An insertion order will generally contain all the details surrounding a spend, in order to avoid any confusion about what the advertiser will be paying for. These details typically include the following for each line item that makes up the campaign:
An insertion order also includes a spot for representatives of both the publisher and advertiser (or agency) to sign and date to confirm the agreement.
An insertion order can be prepared by a publisher, advertiser, or agency. If the advertiser is represented by a large agency, that agency will typically prepare the IO. If there is no agency involved or if the advertiser is represented by a smaller agency, it may fall upon the publisher to prepare the IO to be signed by the advertiser.
An insertion order is the final confirmation that a publisher has won a spend from an advertiser. There are a few additional things to know about this document:
If you’ve been asked by an advertiser to prepare an IO, but aren’t quite sure where to begin, we can help out with a reusable template. This Excel file is a simple but completely usable insertion order that can be sent to advertisers once completed.