Insertion Order (IO) — Template

Field	Details
IO Number	IO-XXXX
Status	Draft
Advertiser	Company name
Agency	Agency name (if applicable)
Brand / Product	Brand or product line
Campaign Name	Descriptive campaign name
Campaign Objective	Awareness / Traffic / Conversions / Video Completions
Flight Start	YYYY-MM-DD
Flight End	YYYY-MM-DD
Total Budget	$XX,XXX
Payment Terms	Net 30 / Net 60 / Net 90

List the primary points of contact for both buyer and seller.

Role	Name	Email	Phone
Advertiser / Agency	Contact name	email@example.com	+1-XXX-XXX-XXXX
Publisher	Contact name	email@example.com	+1-XXX-XXX-XXXX
Billing	Contact name	billing@example.com

Add one row per placement. Include all line items covered by this IO.

Placement Name	Ad Unit	Format	Targeting	Impressions	Rate Type	Rate	Total Cost
Homepage Leaderboard	728x90	Display	ROS	500,000	CPM	$8.00	$4,000
In-Article Video	16:9 Pre-Roll	Video	Contextual: Tech	200,000	CPCV	$0.05	$10,000
Run of Site Medium Rect	300x250	Display	Behavioral: In-Market	1,000,000	CPM	$5.00	$5,000

Provide asset requirements for each ad unit. Creatives must be submitted by the deadline to avoid delivery delays.

Ad Unit	File Format	Max File Size	Dimensions	Animation	Landing URL	Submission Deadline
Leaderboard	JPG, PNG, GIF, HTML5	150 KB	728x90	Max 15s loop	https://...	YYYY-MM-DD
Medium Rectangle	JPG, PNG, GIF, HTML5	150 KB	300x250	Max 15s loop	https://...	YYYY-MM-DD
Pre-Roll Video	MP4, MOV	10 MB	1920x1080 (16:9)	15s / 30s	https://...	YYYY-MM-DD

Define the audience and contextual targeting criteria for this campaign.

Parameter	Details
Geography	United States (nationwide) or specify DMAs/states
Device	Desktop, Mobile, Tablet, CTV
Browser / OS	All or specify restrictions
Audience Segments	Describe behavioral, demographic, or contextual segments
Frequency Cap	X impressions per user per 24 hours
Dayparting	All hours or specify time windows
Viewability Target	Minimum XX% viewable (MRC standard)
Brand Safety	Standard exclusion categories or custom block list

List all third-party tags and pixels that must be implemented alongside publisher ad serving.

Define the cadence, format, and distribution of campaign performance reports.

Field	Details
Reporting Frequency	Weekly / Bi-Weekly / Monthly / End-of-Campaign
Key Metrics	Impressions, Clicks, CTR, Completions, VCR, Conversions
Delivery Method	Email / Dashboard Access / Shared Drive
Report Recipients	List email addresses
First Report Due	YYYY-MM-DD

Either party may cancel with 14 business days written notice prior to the flight start date.
Cancellation after flight start: advertiser is responsible for delivered impressions at the contracted rate.
If publisher under-delivers by more than 10% of contracted impressions, publisher will provide a makegood flight at no additional cost.
Makegood placements must run within 30 days of the original flight end date on comparable inventory.

Reference the applicable master services agreement or standard industry terms. Specify any additions or exceptions below.

This IO is governed by the IAB/4A's Standard Terms and Conditions v3.0 unless a separate MSA is in effect.
All impressions are counted by the publisher's ad server. Discrepancies exceeding 10% will be resolved per IAB guidelines.
Invoicing occurs monthly based on delivered impressions. Payment is due per the terms specified above.

Both parties must sign to authorize the campaign described in this Insertion Order.

Role	Name	Signature	Date
Advertiser / Agency			YYYY-MM-DD
Publisher			YYYY-MM-DD

Insertion Order (IO) Template