The IAB said the document is part of its long-term initiative to improve operational efficiency in interactive advertising. It provides process recommendations for Web publishers and advertising agencies during the setup phase of an online advertising campaign.
The recommendations are designed to help reduce inefficiencies and discrepancies throughout a campaign’s life cycle. They include clear communication of billing methods between agency and publisher, and education of media buyers by publishers on the intricacies of rich media fees.
The document was created jointly by representatives of the IAB’s Ad Operations Council and a group of advertising agencies. It is the third in a series of initiatives focused on operational efficiencies in interactive advertising.