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IAB - Digital Workflow

IAB - Digital Workflow

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Published by Lucretia Phelps

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Published by: Lucretia Phelps on Sep 27, 2012
Copyright:Attribution Non-commercial


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publishermedia agencycreative agenc
media agency briefs publisherscreative revisionsresponses submittedIO's signedcreative sign offinventory confirmedfinal schedule signed offcreative buildcreative delivery
creative traffickedcreative checked
campaign live confirmation sentpublisher sets campaign livepost analysis all agency meeting with client
day 28day 21day 14day 7day 0
client briefs agenciesall agencies present concepts to clientmedia planning beginscreative ideas developedmonitoring and optimisationpost-report
agencies briefed on campaign objectives by clientcreative ideas developed
• creative agency develops concepts as part of overall campaign concept• if necessary, creative and media agencies jointly develop overall campaignconcept• initial online display advertising concepts can be generated either withinstandard formats, or with a view to creating a custom format with a publisher
concept presented to client
• media and creative agencies should both present concepts to client andensure creative concepts can be delivered in media• any concept revision will happen through feedback at this stage
creative revisions
• media agency supplies creative agency with specific publisher formats• creative agency begins developing executions adapted to formats proposedby media agency
creative sign off
• based on media agency brief, all sizes and formats should be signed off asflats/scamps (no need for full build at this stage)
creative build
• once media schedule has been signed off and received, creative agencybuilds all formats and executions
creative delivery 
• once all assets have been built to spec, creative agency supplies them tomedia agency• this step may need to go through several iterations if publisher checks identifyissues in creative execution or tagging
monitoring and optimisation
• media agency monitors and optimises the campaign based on publishers’recommendations
post analysis meeting
• media agency presents final campaign performance to client and creativeagency, sharing insights and learnings
best practice guide:workflow for a standarddigital campaign

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