The contract that authorizes a media buy: advertiser, publisher or vendor, placements, dates, impressions or units, rate, total cost, and terms. In the United States the underlying terms are typically the IAB/4A's Standard Terms and Conditions for Internet Advertising, version 3.0. Programmatic buys replace the IO with platform terms and a Deal ID, which is one reason agencies keep separate IO and programmatic workflows.
Related terms
Cite this entry:
Agency Echelon. "Insertion Order." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/insertion-order/