Definition: IO [Insertion Order]

An IO is an Insertion Order which in online advertising is the contract that provides the specifics of an advertising deal.

It usually includes at a minimum:

  • the ad pricing model
  • the ad rate
  • the amount to be delivered
  • the time frame
  • targeting
  • terms & conditions of the deal

It can also include many more specifics, like times of day, frequency caps, which parts of the websites to be used etc.

Glossary Index