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An insertion order is a document that outlines the agreement between a publisher and an advertiser for running an advertising campaign. It represents the final step in a direct deal and is a legal contract that must be signed after network approval. This document includes essential information such as the campaign's start and end dates, ad placement, ad copy, target audience, pricing structure, and costs. The primary benefit of an insertion order is to ensure both parties are clear on the expectations of the deal, minimizing potential conflicts in the future. Once signed, the publisher can set up the ad and drive traffic as agreed.