:: media :: UK sets online creative policy

+ Members of the Association of Online Publishers (AOP) and the Internet Advertising Bureau (IAB) have come to an agreement on an industry policy for charging where there is late delivery of online advertising creative, effective from 1 April 2006.

Managing online inventory is complex and with some websites now reaching sell-out it is important that creative is received and tested in time in order to deliver campaigns in full.

Creative, correct to publishers’ specifications, should be delivered to the media owner within the standard IAB guidelines of three to five working days depending on format or to publisher specific guidelines. The industry bodies have agreed that charges will be made for creative received after 12:00 midday on the day before the campaign start date.

Charges will be at the publisher’s discretion and could take the form of a fixed charge and/or the full cost of the campaign invoiced with impressions pro rated down for each day creative is not live.

I wonder how much this will effect clients giving creative a day turnaround for the web. It'd be nice to see some moves forward on that front as well. Perhaps this will help.