IAB introduces new standards

Agencies and online publishers now have new guidelines to follow in order to keep their focus on 'developing great campaigns and creative, not on executional logistics.'

The Interactive Advertising Bureau of Canada (IAB) has announced a set of standard terms and conditions (Ts+Cs) and a late creative policy aimed at increasing efficiencies in online media planning, buying, implementation, invoicing and payment. The IAB worked with its agency and publisher membership for over a year to develop the two documents.

With the development of ad formats such as rich media and video and new technologies (including frequency capping, geo-targeting and behavioural targeting), a new framework was needed to manage the process of testing, trafficking, reporting and invoicing for online campaigns. Corus Entertainment director of business development Frank Duyvelshoff, who also serves as VP of IAB Canada’s publisher council, says the standards represent ‘a consistent protocol that lines up to U.S. and U.K. IAB standards as closely as possible, while still respecting Canadian market differences and capabilities.’

The new policies will come into full effect on March 1, 2008. At their own discretion, online publishers will monitor and report to advertisers and their agencies on costs (lost impressions and lost campaign dollars) that would have been incurred from creative that arrived late during the five-month adjustment period.

Key elements include:

∙ A minimum 10 business days’ notice of cancellation, with a sliding scale of cost implications for less than 10 business days’ notice.

∙ Standard banner ads submitted to online publishers at least three business days prior to campaign launch. Rich media and video ads submitted at least five business days prior to campaign launch. If a third-party vendor is used to create or co-serve rich media or video, the ads should be submitted at least 10 business days prior. Online publishers do not owe the advertiser/agency impressions missed when creative is late or missing.

∙ When late creative is being developed or repaired, the advertiser has the option to run a stand-in GIF or JPG ad until the originally intended creative can be trafficked into the purchased space. If the advertiser doesn’t supply it, the publisher can run an IAB-approved stand-in PSA ad in its place.

∙ Publishers will append proof of campaign performance to every invoice and include results for any stand-in GIF, JPG or PSA ad. Advertisers/agencies will be billed for the original full, contracted amount of impressions pursuant to the original IO. Payment for online ad campaigns is due 30 days from receipt of invoice.

Dawna Henderson, president and CEO of the henderson bas agency and VP of IAB Canada’s agency council, says: ‘This is a balanced and fair document for all sides. The agency/publisher co-brokered standard Ts+Cs and late creative policy will create a uniform best practice that ensures advertiser, agency and publisher resources are focused back where they need to be: on developing great campaigns and creative, and not on executional logistics.’

The documents are available at www.iabcanada.com, along with an educational package.