What is an insertion order?

An insertion order is a formal, written agreement between an advertiser and a publisher or media platform that confirms a digital advertising campaign. The insertion order lists what will run, where it will run, for how long, and at what cost.

In digital marketing and programmatic advertising, an insertion order sits between the media plan and the actual campaign launch. It turns a proposed plan into a binding contract, so both sides are aligned on budgets, formats, and responsibilities. For growth-minded teams, a clear insertion order is one of the simplest ways to avoid billing surprises and underperforming placements.

Key elements of an insertion order

A well written insertion order includes all the operational details you need to run ads without endless back and forth. It specifies campaign dates, targeting, pricing model, and inventory type, whether you buy direct from a publisher or via a demand side platform. If you are running complex mixes of display, video, and social, a structured insertion order becomes essential.

  • Parties and contacts The advertiser, agency, and publisher or platform, plus billing and operational contacts.
  • Campaign details Flight dates, campaign name, objectives, and any tracking or reporting requirements.
  • Media and pricing Formats, placements, volumes, and pricing model such as CPM, CPC, or fixed fee.
  • Targeting and exclusions Audience segments, geo targeting, devices, frequency caps, and blocklists or whitelists.
  • Deliverables and assets Which creatives, sizes, and tags will be used, including deadlines for delivery.
  • Legal and billing terms Cancellation windows, payment terms, data usage, and make good conditions for underdelivery.

Together, these components turn an insertion order into a single source of truth that finance, marketing, and media partners can all rely on.

Why insertion orders matter for B2B and e commerce

For B2B and e commerce brands that scale paid media across channels, an insertion order reduces operational risk and protects margin. It helps you match booked impressions and spend to what you see in your analytics, so you can catch discrepancies early. For teams working with several partners, consistent insertion order templates make it easier to compare performance and negotiate better terms.

Because an insertion order clearly defines objectives and KPIs, it also supports more focused optimisation. You can link performance reporting directly back to what was agreed, instead of debating who expected what. This is especially valuable when you combine programmatic buys with search and social, or when you coordinate multiple markets from a central team.

Using insertion orders in a modern growth setup

Even if you automate large parts of your media buying, the insertion order is still the governance layer that keeps everything aligned. A lean, embedded partner like 6th Man Digital will translate your commercial goals into clear insertion orders, then manage execution and optimisation against those commitments. Combined with transparent reporting, this gives you predictable spend, cleaner data, and faster decisions.

When used well, an insertion order is not just paperwork. It is a simple control mechanism that keeps your advertising accountable to results.