According to the IAB, when using a third party ad server, what is the maximum percentage that a vendor should bonus above the specified deliverables on the IO without consent?

The correct answer is that a vendor should bonus a maximum of 10% above the specified deliverables on the Insertion Order (IO) without obtaining prior consent. This guideline ensures transparency and fairness in digital advertising practices by setting a limit on the extent to which deliverables can be exceeded without notifying the client.

When a vendor times the bonus at 10%, it allows for a level of flexibility in delivering impressions or clicks that may arise from over-delivery due to various factors in advertising campaigns. However, exceeding this threshold without consent may lead to complications regarding the performance metrics and understandings between advertisers and publishers. Therefore, the 10% cap serves as a safeguard that promotes accountability and prevents any potential disputes related to the actual deliverables versus what was agreed upon in the IO.

Understanding this guideline is crucial for media planners and buyers in managing campaigns effectively while maintaining a healthy relationship with vendors.