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An insertion order is a document outlining the agreement between a publisher and an advertiser for running an advertising campaign, serving as the final step in a direct deal. After signing up on a network and being approved, the next step is to sign an insertion order, which acts as a legal contract. This document includes essential details such as the campaign's start and end dates, ad unit placement, ad copy, target audience, pricing structure, and total costs. The insertion order ensures that advertisers know what to expect, minimizing potential conflicts. It also clarifies the publisher's deliverables and compensation, significantly reducing the chances of disagreement. Once approved, the publisher can set up the ad and drive inbound traffic.