Digital outfits fear late-delivery fines

LONDON - Digital agencies have expressed concerns over a new Association of Online Publishers and Internet Advertising Bureau policy to charge them for late delivery of online creative.

Following a trial period, which ends in April, websites will be able to penalise agencies for copy received after 12.00pm on the day before a campaign is due to go live.

Media owners can set their own charges, but two alternatives are being recommended: a fixed penalty or the full cost of the campaign, with impressions pro rated down for each day the campaign is not live.

Alexandra White, a director of the AOP, said: "We estimate that more than half of all online creative is delivered late. As sites start to sell out of space, that becomes more and more of a problem."

Agencies are worried that the guidelines allow media owners complete discretion over how much to charge.

John Owen, the chairman of the IPA's digital marketing group, said: "We'd welcome more discussion about the detail of the policy to ensure consistency of application."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content