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IAB to enforce ‘late creative’ provision

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New York—The Interactive Advertising Bureau, in conjunction with its Terms and Conditions Task Force, on Thursday announced its recommendation that all IAB members enforce the so-called “late creative” provision, which requires that online creative be delivered to publishers on time.

The recommendation attempts to address what the IAB said are systemic problems within the online advertising industry. Delivering creative later than the agreed-upon date results in serious operational issues for the media companies and forces ad agencies to constantly revise their plans, according to the IAB.

Under the late creative provision, if ad materials are late, the media company may enforce one of the following: The advertiser is still responsible for the media purchased pursuant to the insertion order; the advertiser is still responsible for the media purchased pursuant to insertion order and the media firm may run a public service announcement as a replacement until the creative is received; or the advertiser is still responsible for the media purchased pursuant to the insertion order and the media company may run a house ad until the creative is received.

—Matthew Schwartz

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