Advertiser, don’t be late
In the UK, the Association of Online Publishers is considering to start charging penalties to advertisers who deliver late copy. The association will meet next month to work on a series of guidelines for advertisers. It complains that in many cases the ads are delivered not just “late”, but even after the campaign was due to launch. Many publishers agree a “use it or lose it” policy would be the best solution.
Giuseppe Troisi, chair of the working group and consultant to GCap Media, commented: