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