Questions to send publishers and vendors with a media brief. The answers make proposals comparable.
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| Topic | Question |
|---|---|
| Audience | What is the monthly unique audience for the proposed placements, by what measurement, and how much of it is in our target? |
| Inventory | Which placements are proposed, are they above the fold, and what are the last quarter's viewability and completion rates for each? |
| Pricing | What is the rate card, the proposed rate, the rate type, and the added value? Is the CPM on served or viewable impressions? |
| Delivery | What is guaranteed, how is under-delivery remedied, and which ad server's count governs? |
| Data | What targeting data is used, where does it come from, and what consent covers it? |
| Measurement | Which third-party verification and measurement vendors are supported? Is log-level data available? |
| Brand safety | What category exclusions and competitive separation can be honored? |
| Supply path | For programmatic access, which SSPs carry your inventory, what is your ads.txt status, and do you offer direct deals? |
| Terms | Are the IAB/4A's standard terms accepted? What are the cancellation and payment terms? |
Related: practice terms in the glossary.