What is an insertion order (IO) in advertising?
What an insertion order is, what it should include, and how it is used alongside programmatic deals today.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readAn insertion order (IO) is the signed agreement between an advertiser, or its agency, and a publisher for a direct campaign. It sets what will run, where, when and at what price.
What an IO includes: a template outline
| Field | Example |
|---|---|
| Parties | Advertiser, agency, publisher |
| Campaign | Name, flight dates, goal |
| Placements and formats | Display 300×250, newsletter, sponsored article |
| Targeting | Audience, location, devices |
| Volume and price | Impressions, CPM or fixed fee, total |
| Terms | Billing, cancellation, makegoods, reporting |
How IOs are used today
IOs still govern most direct campaigns. In programmatic guaranteed deals, the same terms are agreed but delivered through a deal ID instead of the publisher’s ad server.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
From IO to proof
An IO promises delivery. Advertisers increasingly ask what the campaign achieved. Agree up front which results you will report, and the IO becomes the start of a stronger relationship.
More ad sales with data at Stampen Media, using Samhub.
Frequently asked questions
Yes, once signed it is the binding agreement for the campaign, often under standard terms.
Usually the agency or advertiser sends it, or the publisher sends one based on its proposal.
The IO terms decide, often a makegood with extra delivery.
Programmatic guaranteed deals often do. Open auction and PMP buys do not.
Related terms
Your list prices for ad formats and packages.
Free extra delivery when a campaign under-delivers.
Choosing channels, audiences and budget for a campaign.
Running a campaign from booking to report.
Negotiating and booking ad space for a campaign.
Committing ad budgets ahead of the year.
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