Can an IO be signed electronically?

Yes. Electronic signatures are enforceable for commercial IOs under the ESIGN Act (15 U.S.C. §7001) and state UETA laws where adopted, provided intent and consent are recorded and a reproducible record is retained.

What signature methods are acceptable?

Acceptable methods include typed/hand‑drawn signatures with an audit trail, click‑to‑sign with logged consent, and PKI/digital signatures where higher assurance is required.

Do IOs require notarization or witnesses?

Not typically for standard advertising IOs. Notarization and witness requirements are generally reserved for certain legal instruments and are not standard for commercial advertising orders.

How should I correct an executed IO?

Execute a written amendment referencing the original IO. Amendments should be signed by the same authorized parties and retained with the original executed IO for audit purposes.

What happens if the publisher underdelivers?

Common remedies include makegoods, rebates, or contractual remedies specified in the IO; reconcile delivery against agreed KPIs and follow dispute resolution steps in the IO.

How long should I keep executed IOs?

Retain for at least 3 years from campaign completion for tax and reconciliation; longer retention may be required depending on industry rules such as HIPAA or state regulations.

Electronic Signature
Templates
Marketing
Marketing Campaign Display IO

Marketing Campaign Display IO

This template is fully customizable. Edit the text, fill out the fields, and send it for signature. Give it a try!

MARKETING CAMPAIGN DISPLAY IO

Parties and Insertion Order

Brand/Client Name: Agency/Publisher Name:

Insertion Order Number: Issue Date:

Campaign Details

Campaign Name Primary Objectives Target Audience / Demo

Channels (check applicable): Display (desktop) Mobile web In-app Programmatic/RTB Other:

Flight Start Date: Flight End Date:

Inventory & Deliverables

List below the agreed placements, creative specs, quantities and guarantees. Add additional pages as necessary.

Deliverable 1 — Placement / Creative

Format: Size: Quantity/Impressions: CPM:

Deliverable 2 — Placement / Creative (optional)

Format: Size: Quantity/Impressions: CPM:

Creative Delivery & Tags

Creative delivery deadlines and responsibilities. Agency/Publisher is responsible for reconciled delivery of tags and creative acceptance testing per the following schedule.

Creative Due Date Third-Party Tags / Tracking

Third-party tags permitted: Yes No Tag Provider / Notes:

Compensation & Billing

Fees due under this IO are as follows and will be invoiced by Agency/Publisher in accordance with the payment schedule below.

Total Campaign Fee Deposit / Prepayment

Deposit due by: Net Terms:

Billing / Invoicing Instructions Kill Fee Upon Early Termination

Usage Rights & Intellectual Property

Agency/Publisher grants Brand a non-exclusive, worldwide license to display the delivered creative for the duration of the campaign unless otherwise specified below. Pre-existing intellectual property of each party remains vested in that party.

Territory: License Duration:

Brand Ownership of Advertiser Materials: Brand retains ownership Agency Pre-existing IP: Agency retains pre-existing rights

FTC Disclosure & Compliance

Both parties warrant that all paid media and sponsored content will comply with applicable advertising disclosure laws and regulations, including conspicuous disclosure of paid placements where required.

Compliance acknowledgement: I confirm that all paid placements will contain required disclosures

Exclusivity

Unless checked and defined below, no exclusivity is granted. If exclusivity is granted, Brand agrees to pay the agreed fee and Agency agrees to restrict competing campaigns per scope below.

Exclusivity granted: Yes Scope / Category Restrictions:

Termination

Either party may terminate this IO upon written notice to the other party subject to the kill fee and outstanding payment obligations described herein.

Termination notice period (days): Kill fee on termination:

Reporting & Measurement

Agency/Publisher will provide campaign delivery reports in the agreed format and cadence. Brand may request reconciliations within 30 days of invoicing.

Reporting Frequency & Metrics

Representations, Indemnity & Liability

Each party represents that it has the full right and authority to enter into this IO. Each party shall indemnify the other for third-party claims arising from its breach of representations, intellectual property infringement, or willful misconduct. Liability of either party for direct damages under this IO shall be limited to the total fees paid under this IO; neither party shall be liable for consequential damages.

Confidentiality; Governing Law; Miscellaneous

Confidential information disclosed under this IO will be treated in confidence. This IO constitutes the entire agreement between the parties specific to the campaign and supersedes prior proposals or agreements on the subject. This IO may only be amended in a signed writing by authorized representatives of both parties.

Governing law:

Notices

Brand Notice Address Agency Notice Address

Brand / Client:

By:

Date:

Agency / Publisher:

By:

Date:

What a Marketing Campaign Display IO Is

A Marketing Campaign Display IO (Insertion Order) is a written agreement that captures the commercial and technical terms for a display advertising campaign between an advertiser (or agency) and a publisher, ad exchange, or network. It defines flight dates, budget and pacing, targeting criteria, placement inventory, creative specifications, measurement and reporting requirements, billing terms, cancellation/rescheduling rules, and any special legal provisions that will govern campaign execution and payment.

Why a Clear IO Matters for Campaigns and Contracts

A well‑prepared Display IO reduces disputes, aligns expectations across media, creative, and finance teams, and documents deliverables used for billing and performance measurement. When signed electronically under federal and state e‑signature laws, it creates an auditable agreement suitable for enforcement and recordkeeping under ESIGN (15 U.S.C. §7001) and state UETA frameworks.

Who Typically Completes a Display IO

Multiple groups collaborate on an IO: commercial, operations, legal, and creative teams coordinate inputs before final approval.

Advertisers and Agencies — Define objectives, budgets, targeting, and payment terms; approve final commercial language.
Publishers and Ad Networks — Confirm inventory availability, trafficking details, creative specifications, and insertion pacing.
Ad Ops and Trafficking Teams — Translate IO fields into ad server line items and monitor delivery against KPIs.

Final signers are usually authorized contract approvers from the advertiser and the publisher; the executed IO becomes the operative document for campaign delivery.

Essential Elements to Include in a Professional IO

A professional IO is concise but complete: it should give operations everything needed to traffic and finance everything needed to invoice, reconcile, and report against performance.

Campaign ID

Unique identifier used across systems (ad server, billing, reporting). Include any agency or brand reference codes to avoid reconciliation errors.

Flight Dates

Start and end dates with timezone. Include soft/blackout windows and any early-launch / extension rules for schedule changes.

Budget & Pacing

Total budget, daily caps, pacing method (even/accelerated), and spend thresholds that trigger pause or review.

Targeting & Inventory

Detailed targeting parameters (geo, device, audience segments), excluded inventory, and allowed placements or site lists.

Creative Specs

Exact ad sizes, file types, clickthrough URL rules, tracking pixel requirements, and naming conventions for assets.

KPIs & Reporting

Define primary metrics (impressions, CTR, viewability, conversions), reporting cadence, and attribution conventions for reconciliation.

Step-by-Step: Completing a Display IO

Follow these sequential steps to prepare a clear and actionable insertion order that operations can execute without rework.

01

Gather materials: Collect SOW, creative files, approved audiences, and billing info before you start.
02

Populate header fields: Enter advertiser/publisher names, campaign ID, PO number, and contact details.
03

Define delivery: Specify flight dates, inventory, targeting, and pacing rules in plain language.
04

Review and sign: Validate totals, attach creatives, and obtain authorized signatures before launch.

Customizing and Completing the IO Online

Typical online workflows let you map IO fields to ad servers, require signer authentication, and store executed copies for finance and reporting.

Field	Configuration
Signer Authentication	Email link \| Optional SMS code or KBA
Template Mapping	Map campaign ID to ad server \| Auto-populate fields
Attachments	Attach creatives, SOW, and proof of performance \| PDF preferred
Retention	Store executed IO and audit trail \| Exportable PDF/A

Technical Distribution and Integration Options

An IO workflow often connects to CRM, billing, and ad platforms to reduce manual steps and preserve audit trails.

CRM Integrations: Salesforce, NetSuite mapping available
Collaboration Suites: Google Workspace and Microsoft 365 supported
File Storage: Box, Egnyte, and AWS integrations

Use integrations to automate invoice creation, attach executed IOs to accounting records, and ensure signed copies are archived with campaign metadata.

Where to Send and Store an Executed IO

Routing depends on internal controls; common destinations include finance, ad ops, legal, and the publisher's contract repository.

Send to Publisher: Deliver signed IO to the publisher traffic or contracts contact.
Finance: Provide copy and PO number to accounts payable for invoicing.
Ad Ops: Attach creatives and targeting details to ad server line items.
Archive: Store executed IO and audit trail in centralized document storage.

Timing: Key Deadlines and Lead Times

Plan back from the campaign start date; allow lead times for creative review, trafficking, and finance approvals.

Creative Delivery Deadline:

Typically 5–10 business days before start date for QA and approval.

Insertion Notice:

Confirm insertion order at least 48–72 hours before live date.

Billing Terms:

Standard terms often Net 30 from invoice date; specify in IO.

Reporting Window:

Final reconciliation and reporting usually provided within 30 days post flight.

Cancellation Notice:

Specify required notice (commonly 3–10 business days) for termination or pause.

Common Preparation Errors to Avoid

Using inconsistent campaign IDs across systems, which leads to reconciliation failures and delayed billing resolution.
Providing incomplete creative specs or wrong dimensions, causing last-minute rework and potential missed impressions.
Failing to list excluded inventory or blocked categories, resulting in placements that violate brand safety requirements.
Leaving payment terms vague or omitting PO numbers, creating disputes and longer vendor payment cycles.

Risks and Consequences of an Incorrect IO

Underdelivery: May trigger rebate or makegood obligations

Chargebacks: Disputed or incorrect invoices can lead to refunds

Launch Delays: Missing assets or approvals postpone campaign start

Privacy Violations: Incorrect targeting risks fines under COPPA/CCPA

Contract Breach: Failure to meet IO terms may produce legal claims

IP Disputes: Using unlicensed creative can result in takedowns

How the IO Differs from Related Documents

Insertion Orders are execution documents that sit beneath broader agreements; the table highlights primary differences in purpose and usage.

Document Type	Primary Use
Insertion Order (IO)	campaign execution	delivery and billing terms
Statement of Work (SOW)	project deliverables	scope and milestones
Master Services Agreement (MSA)	governance	legal terms and liability
Creative Brief	asset specs	messaging and creative direction

eSignature Vendor Comparison for Executing an IO

Common vendor features and entry prices shown for comparison. signNow is listed first per table conventions used here.

	signNow	DocuSign	Adobe Sign	PandaDoc	HelloSign
Starting Price	$8/user/mo	$15/user/mo	$14/user/mo	$19/user/mo	$15/user/mo
Free Trial	7-day free trial (no credit card)	Varies by vendor	Varies by vendor	Varies by vendor	Varies by vendor
Bulk Send	Yes (Business Premium)	Yes	Yes	Yes	No
Audit Trail	Yes	Yes	Yes	Yes	Yes
Envelope Cap	No envelope cap	100 envelopes/user/year	Varies	Varies	Varies

Download Formats and Supporting Documents to Include

Save the executed IO and related artifacts in formats that preserve the audit trail and are compatible with finance and archiving systems.

PDF (Signed)

Export executed IO as a signed PDF (PDF/A recommended) to preserve appearance and audit metadata for long‑term retention.

Source Document

Keep the original editable file (DOCX) for internal version control and future amendments without losing context.

Creative Files

Include final creative assets with filenames and checksums or hosted URLs so ad ops can validate deployed creatives.

Attachments

Attach SOWs, rate cards, PO, and any privacy addenda as part of the executed package for full contractual context.

Real-World Examples and Customer Context

Examples show how organizations use IOs to standardize execution and improve turnaround across teams.

Optica Ventures

The interface is simple and easy-to-use for our team; more importantly, it is just as easy for our customers.

Operational consistency reduced turnarounds.
The executed IOs became single sources of truth for billing, creative, and campaign reconciliation across platforms.

Martin Properties

I can process and execute all of these documents online with 100% compliance and built-in security.

Mobile and offline signing supported field teams.
This allowed property marketing to launch campaigns faster and keep a reliable audit trail for tenant and investor records.

Frequently Asked Questions and Troubleshooting

Common operational questions about Display IOs, signing workflows, and recordkeeping are addressed below with practical solutions.

Need help? Contact support

Can an IO be signed electronically?
Yes. Electronic signatures are enforceable for commercial IOs under the ESIGN Act (15 U.S.C. §7001) and state UETA laws where adopted, provided intent and consent are recorded and a reproducible record is retained.
What signature methods are acceptable?
Acceptable methods include typed/hand‑drawn signatures with an audit trail, click‑to‑sign with logged consent, and PKI/digital signatures where higher assurance is required.
Do IOs require notarization or witnesses?
Not typically for standard advertising IOs. Notarization and witness requirements are generally reserved for certain legal instruments and are not standard for commercial advertising orders.
How should I correct an executed IO?
Execute a written amendment referencing the original IO. Amendments should be signed by the same authorized parties and retained with the original executed IO for audit purposes.
What happens if the publisher underdelivers?
Common remedies include makegoods, rebates, or contractual remedies specified in the IO; reconcile delivery against agreed KPIs and follow dispute resolution steps in the IO.
How long should I keep executed IOs?
Retain for at least 3 years from campaign completion for tax and reconciliation; longer retention may be required depending on industry rules such as HIPAA or state regulations.

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