Interactive Advertising Bureau [IAB] Offers Best Practices

The "Interactive Campaign Setup Best Practices" is a new set of guidelines from the IAB to help agencies avoid making critical errors during the various stages of the online ad buying process. The recommendations, which were developed in consultation with agencies including Avenue A/Razorfish, Digitas, MediaVest, and Horizon Interactive, are part of the third in a series of white papers from the IAB's Ad Ops Council.

Specific recommendations coming out of the IAB's new guidelines include:
  • Translation of ambivalent 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.
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