Insertion Order
01 Definition
Insertion Order meaning: A written agreement that confirms the terms of a media buy between advertiser and publisher.
An insertion order is the contract that documents an ad campaign's details: placements, dates, pricing, volume, and creative specs. It is signed before the campaign runs and becomes the reference for delivery and billing. Programmatic buys often replace it with platform agreements, but the term still governs many direct deals.
Also called
Why it matters
How Insertion Order fits the work
The insertion order sets shared expectations and legal terms for a buy, so it protects both sides when delivery, pricing, or makegoods come into question later.
In context
The insertion order committed the brand to 2 million impressions at a 10 dollar CPM, for a total of 20,000 dollars over the four-week flight.
Practical note
Because reconciliation is billed against the insertion order, confirm the impression or spend caps and cancellation terms match the media plan before anyone signs it.