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Digital Advertising Invoice Getting Paid Faster
BCCA Media Credit Seminar November 6, 2012 @ McGraw-Hill
Presenter: Ramona Gonzales
An IAB Advertising Technology Group Initiative
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The Interactive Advertising Bureau (IAB)
Operates as a:
501(c6) Trade Association
Established in 1996
Mission Grow the interactive advertising marketplace, its share of total
marketing spend, and of our members’ share of total marketing
spend.
IAB Members
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500+ leading media companies responsible for selling 86% of US online advertising
Removing Friction
Best Practices Standards & Guidelines Measurement Guidelines
Audit Criteria
Promoting Digital
Events Professional Development
Thought Leadership
Making it Safe
Public Policy Self-Regulation Brand Safety
Advisory Boards Councils Committees Working Groups
Members Make It Happen
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Our Mission is Growth
C O M M I T T E E S • Audio Committee • B2B Committee • Digital Video Committee • Games Committee • Interactive Television Committee • Lead Gen, Email and Search Committee • Local Committee • Mobile Advertising Committee • Networks and Exchanges Committee • Social Media Committee • Tablet Committee
C O U N C I L S • Ad Ops Council • Ad Technology Council • CFO Council • Data Council • Legal Affairs Council • Multicultural Council • Public Policy Council • Research Council • Sales Executive Council
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IAB Committees & Councils are comprised of some of the brightest minds in the digital advertising space and help drive the industry forward by developing measurement and best practice guidelines,
whitepapers, thought leadership, and audit criteria, as well as programs and services.
Member Segments
Market Share Digital vs Traditional
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Digital Multiple sites, ad placements, formats (rich
media, video, mobile) and ad sizes per campaign
Mid-campaign optimization
Late creative
Outsourced distribution
Complex trafficking process
Increased contractual formality
Post-campaign discrepancy resolution • Human error in ad placements and/or in-
flight ad adjustments • Manual discrepancies reconciliation
Archaic communication systems • Faxes and emails
Traditional Limited outlets
One spot per channel
Fixed formats
Limited discrepancies
Controlled distribution
Standardized trafficking process
Deals made with handshake
Complexity Digital vs Traditional
Operational Cost
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0%
2%
4%
6%
8%
10%
12%
14%
16%
% of Spend
Interactive Traditional
Source: Rishad Tobaccowala CEO, Denuo, Chief Innovation Officer, Publicis Groupe Media
Publisher Ad Server Agency Ad Server
The Digital Marketplace
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Advertisers
Agency Publisher
90 Days or More!
Invoice Dispute
Reconcile Counts Counts
Evolutionary Gap Digital Advertising’s
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RFP Insertion Order
Invoice
If we can dynamically deliver rich, hyper-
targeted advertising experiences, why are we
stuck in the dark ages when it come to buying, selling, and billing digital advertising campaigns?
Digital DNA = Does Not Apply
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PUBLISHER AGENCY
Where’s the “digital” in
digital advertising?
Where’s the “digital” in
digital advertising?
Look familiar? Why are we still transacting business via phone, fax, and email?
Why are we still printing insertion orders and invoices and scanning signatures?
What do we have to do so an invoice is approved in days, not weeks or months?
PUBLISHER
(Re-)Evolutionary Progress
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AGENCY
SYNC SYNC
Just like the evolutionary process itself, we need a process that creates and preserves traits that are suited for the functional and business roles it performs.
Evolution via eBusiness
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Business Document Standardization • RFPs • Insertion Orders • Invoices
XML Schema Updates
Industry Adoption
Cross Industry
Pilots
How Can You Get Involved?
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Collaborate with internal company stakeholders to standardize insertion orders and invoices for manual use prior to electronic delivery Email Ramona Gonzales @ [email protected]
PUBLISHER
AGENCY
1 If your company is an IAB member, join the IAB’s Digital Advertising Invoice Taskforce and participate in standardized dataset reviews Email Colleen Shields @ [email protected]
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Uniformity
