MediaPost Publications - Discrepancy Revolution: IAB Issues Guidelines To Fix Online Media Buying Errors - 05/28/2008: "Discrepancy Revolution: IAB Issues Guidelines To Fix Online Media Buying Errors
by Joe Mandese, Wednesday, May 28, 2008 8:00 AM ET
As part of a broader push to improve the efficiency of interactive advertising campaigns, and to reduce the number of discrepancies that occur in online media buys, the Interactive Advertising Bureau Tuesday released a set of recommendations for both advertising agencies and publishers. The white paper, dubbed the Interactive Campaign Setup Best Practices, may sound boring and mundane, but it is a critical first step toward the kind of processing errors that have made online media one of the industry's worst offenders when it comes to media buying discrepancies.
The paper, the third in a series of initiatives coming from the IAB's Ad Ops Council, was created with input from Madison Avenue, including input from agencies such as Avenue A/Razorfish, Digitas, MediaVest, and Horizon Interactive, and includes a detailed breakdown on recommended steps to take when creating and scheduling an online advertising campaign. On the agency side, the paper covers three crucial steps: The request for proposal (RFP) stage, the insertion order phase, and the campaign delivery process. For publishers, it covers steps to take during"