Campaign Setup Best Practices

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Interactive Campaign Setup Best Practices

Released May 2008

IAB Interactive Campaign Setup Best Practices

© 2008 Interactive Advertising Bureau - 1 -

These Best Practices have been developed by the IAB Ad Operations Council,with additional participation from:

Avenue A | RazorfishDigitasHorizon InteractiveMediavest

About the IAB Ad Ops Council:

The Ad Ops Council is dedicated to improving the operational efficiency of interactive advertising. Ad OpsCouncil working groups regularly include agency-side representatives to help improve communication,understanding, and work process in many areas of the buyer-seller relationship. A full list of Councilmember companies can be found at:http://www.iab.net/member_center/35088?iabid=a0350000002Cmy1AAC

This document can be found on the IAB website at:

http://www.iab.net/campaign_setup

IAB Contact Information:

Ryan WalkerManager of Industry Services, IAB212-380-4731ryan@iab.net Jeremy FainSenior Director of Industry Services, IAB212-380-4724 jeremy@iab.net

IAB Interactive Campaign Setup Best Practices

© 2008 Interactive Advertising Bureau - 2 -

Table of Contents

Executive Summary............................................................................ 3

Publisher Best Practices..................................................................... 4

Request for Proposal Stage............................................................... 4

Insertion Order Stage...................................................................... 5

Campaign Delivery Stage ................................................................. 6

Campaign Take-Down Stage............................................................. 8

Agency Best Practices ........................................................................ 9

Request for Proposal Stage............................................................... 9

Insertion Order Stage.....................................................................10

Campaign Delivery Stage ................................................................11

Appendix A: Campaign Setup Process Workflow .............................. 12

Publisher Workflow:........................................................................12

Agency Workflow:..........................................................................13

Appendix B: IAB Recommended Dataset for IOs and Invoices ......... 14

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