IAB Announces Campaign Setup Best Practices
The Interactive Advertising Bureau announced the release of Interactive Campaign Setup Best Practices, part of its long term initiative designed to improve operational efficiency in interactive advertising. This document makes process recommendations for both web publishers and advertising agencies during the setup phase of an online advertising campaign which can help reduce inefficiencies and discrepancies throughout a campaign’s lifecycle. It was created jointly by representatives of the IAB’s Ad Operations Council and a group of participating advertising agencies.
Key recommendations for publishers and advertising agencies from the document:
Translation of ambiguous contract language into terms that both agency and publishers understand and can input into an ad server
Clear communication of billing methods between agency and publisher
Education of media buyers by publishers on the intricacies of rich media fees
Specifics on information exchanged between parties at the commencement of the advertising campaign
“This important document takes us another step closer to even greater operational efficiency, paving the way for ongoing growth and innovation,” said Randall Rothenberg, president and CEO of the IAB. “It’s an excellent resource for both our members and advertising agencies as they continue to serve the needs of marketers, who are increasingly making interactive the core of their media strategies.”
“This document is instrumental in helping online agencies and publishers increase the efficiency of the online ad buying process which is a real win for our clients,” said Will Restrepo, campaign management supervisor of Horizon Interactive, and one of a number of agency representatives who participated in the creation of the document.
“The research that we’ve conducted with publishers and third-party ad servers has led us to conclude that strong internal controls related to campaign setup and an early review of counts will significantly reduce occurrences of large counting discrepancies,” said George Ivie, Executive Director of the Media Rating Council (MRC). “This document is an accomplishment on behalf of our industry for which I applaud the IAB.”
This is the third in a series of initiatives from the IAB’s Ad Ops Council designed to improve operational efficiencies in interactive advertising. The first two, the On-Time Delivery Toolkit for interactive media and Billing Methods Best Practices, were published in 2007. To view these documents please click here.
To view the complete Interactive Campaign Setup Best Practices document, please go to http://www.iab.net/campaign_setup