What are the essential aspects that should be included in an Insertion Order (IO)?

An Insertion Order (IO) serves as a crucial contract between advertisers and publishers, defining the parameters of an advertising campaign. The essential aspects outlined in an IO include flight dates and campaign name or description because these elements establish the timeline and scope of the campaign. Flight dates specify when the advertisement will run, which is essential for planning and execution. The campaign name or description provides clarity on the advertising goals, creative direction, and overall intent of the marketing efforts. Including this information ensures that both parties have a clear understanding of the campaign's timeframe and objectives, promoting effective communication and alignment.

While campaign metrics, media types, and audience segmentation may be important for the broader campaign strategy and analysis, they are not foundational requirements of the Insertion Order itself. Metrics tend to be reported after the campaign launch, whereas media types and audience segmentation can be adjusted during planning stages but do not define the execution framework as directly as flight dates and the campaign description do.