Who is responsible for ad serving fees if a placement has over-delivered by more than the allowed amount per the IO?

In the context of digital advertising, ad serving fees are typically associated with the management and delivery of ads as per the terms outlined in the insertion order (IO). When a placement exceeds the specified limits set in the IO, it implies that there has been an over-delivery of impressions or clicks, leading to additional costs.

The responsibility for ad serving fees in such cases generally falls to the vendor. This is because the vendor is the entity that manages the ad inventory and delivers the ads based on the parameters of the IO. If the placement over-delivers, it is the vendor’s responsibility to handle the associated costs, as they control the serving of the ads and the associated infrastructure that generates the fees.

The advertiser is typically focused on the outcomes of the campaign rather than the specifics of the serving fees, while the media buyer and agency facilitate the transaction and negotiate terms but do not directly manage the ad serving technology and its costs as the vendor does. Thus, the vendor is accountable for any additional charges arising from over-delivery, ensuring that they comply with the contractual terms agreed upon in the IO.