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IPA, IAB and Media Owners Agree to 95% Ad Delivery

22/01/2008 - posted under Media planning and buying
by Duncan Parry

The IPA, IAB, advertisers body Isba and media owners have agreed that 95% of booked display adverts should be delivered (previously this was 90%).

This is a good sign of maturity in the relationship between media owners, agencies and advertisers: under delivery has always been a source of dispute between some owners and agencies. Hopefully clients will benefit and receive more of the inventory agencies have booked upon their behalf, and agency staff will have to spend less time disputing under delivery.

Sadly an agreement on compensation for under delivery was not reached; however the long term objective is to lower under delivery thresholds to 2% by 2010.

Brand Republic article (free subscription required). Hat tip to KH for this link.

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