Insertion Order (IO)

An insertion order (IO) is a document (often a contract) that outlines the terms of the campaign, including the campaign’s start and end dates, placement, ad format, size, pricing model (e.g. CPM or CPC), as well as:

• Target group, traffic, branding, etc.
• Banner sizes, ads placement, pages to display the ads on.
• The pricing model (CPM, CPC, etc.) and payment terms.

Further reading:

• The AdTech Book by Clearcode: Chapter 03. The History Of Digital Advertising Technology
• The AdTech Book by Clearcode: Chapter 06. Ad Serving
• The AdTech Book by Clearcode: Chapter 09. Media-Buying Methods