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Marketplace or a direct booking deal by email?
The classic way is an email to the publisher, a rate card back, a booking order (an insertion order, or IO) signed by both sides, and an invoice on payment terms afterwards. Both routes end with the same advert on the same site.
| Point | Advoratise | A direct email deal with a signed booking order |
|---|---|---|
| How the price is set | A flat fee per placement, written in euros on the listing before you talk to anybody. | A rate card by email, then a negotiation over the fee or the CPM (the price per thousand views). |
| Paperwork per booking | One booking record and one invoice, whatever the number of publishers. | A booking order to sign with each publisher, plus their own invoice. |
| Payment terms | You pay into a hold up front; the publisher is paid 14 to 30 days after the advert has run. | Net 30 to net 60 after the campaign, and the publisher usually has to chase it. |
| Proof it ran | Delivery is counted for every booking and shown in your report. | A screenshot or a delivery report the publisher wrote themselves. |
| If delivery slips | Your money is still in the hold, so a repeat or a refund is straightforward. | A make-good (a free replacement) in a later issue, if the publisher agrees to it. |
Where the other way wins
A direct deal wins better rates at volume, gives you a named person to call, and costs nothing in platform commission. For one big annual sponsorship it is usually the better route.
Best for
Buyers running several small placements who do not want a signed booking order and an invoice per publisher.