October 2007
Toronto, ON. - For over a year, the Interactive Advertising Bureau of Canada (IAB), has worked with its Agency and Publisher members to develop a set of Standard Terms and Conditions (Ts+Cs) and Late Creative Policy designed to help Advertisers, Agencies and Publishers increase efficiencies in Online media planning, buying, implementation, invoicing and payment.
Traditional media such as TV, Newspapers, Magazines, Radio and Out of Home have a long history of established Terms and Conditions including fixed invoicing and payment dates, as well as Late Creative policies.
While the Online advertising industry in Canada is just over 10 years old, Canadian Online advertising revenue surpassed the $1billion mark in 2006, and is slated to continue to grow by leaps and bounds over the next few years.
As more and more Advertisers have moved greater portions of their marketing budgets to the Web, and altogether new Advertisers have entered the space -- resources for both Publisher and Agency stakeholders have become strained.
And, because new ad formats (including Rich Media and Video), and new ad technologies (including frequency capping, geo-targeting and behavioural targeting), have added to the process of testing, trafficking, reporting and invoicing for Online campaigns -- a new framework for managing the process was required.
"Previous to the development of the IAB Canada Standard Terms and Conditions and Late Creative Policy, Canadian Online Publishers have each used their own individual Ts+Cs to attempt to solve the problem, and outline who did what in the process, but with inconsistent application and adherence," says Frank Duyvelshoff, Director of Business Development for Corus Entertainment Inc., and VP of IAB Canada's Publisher Council.
"A consistent protocol that lined up to U.S. and U.K. IAB standards as closely as possible, while still respecting Canadian market differences and capabilities was also needed."
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