Agency charges for late delivery of online ads to be introduced

An industry policy for charging for the late delivery of online advertising creative has been agreed by the IAB and the Association of Online Publishers (AOP), coming to effect on April 1 2006.

Wednesday, 18 January 2006

An industry policy charging for the late delivery of online advertising creative has been agreed by the IAB and the Association of Online Publishers (AOP), coming in to effect on April 1 2006.

After a lengthy period of consultation throughout 2005 with media owners and creative agencies it became clear that strict measures were needed to tackle this long running industry issue.

Cracking down on the late delivery of creative ensures revenues for media owners and serves to streamline work practices, as IAB CEO Guy Phillipson confirms: “The policy is like television and AB deadlines – it is ultimately imposed to allow better scheduling and planning.”

The interim period, between now and the implementation of the charges, will represent a pilot test run, where potential incurred costs for late copy will be monitored and reported to the agencies.

The IAB and AOP have agreed that the charges will be made for creative received after 12pm on the day before the campaign start date. Charges will be at the publisher’s discretion and could take the form of:

• Fixed charge and/or
• Full cost of campaign invoiced with impressions pro rated down for each day creative is not live