Website advertising brief template for brand teams

A placement brief gives your brand team and each publisher a common starting point. Use it to request a fixed-fee website placement with clear scope. Keep the request separate from the publisher’s response: a brief describes what you want; it does not reserve a slot or establish an agreement.

Download the editable brief (.txt)

Copy and adapt this request

Subject: Website placement quote request — [brand / market / period]

Brand and buyer contact: [name and work contact]
Market and language: [countries or regions / language]
Requested page URL: [exact page, or ask for a recommendation]
Requested position: [slot or location on the page]
Creative format and dimensions: [banner, text link, other]
Devices: [desktop / mobile / both]
Destination URL: [brand landing page]
Buying period: [start date/time — end date/time / timezone]
Creative delivery deadline: [date/time / timezone]
Brand or placement restrictions: [requirements / questions]
Exclusivity: [request, or ask what is included]

Please confirm:
- The exact page, position, format and device coverage offered
- Start and end dates, timezone and any excluded dates
- Fixed fee, currency, tax basis and any additional fees
- Quote expiry and the steps needed to confirm availability
- Creative requirements and approval or change deadlines
- Cancellation conditions and the remedy for missed delivery
- The contact authorized to confirm these conditions
- Any requested condition you cannot confirm

This is a request for a quote. Our authorized team will review
the final conditions before accepting a placement.

Specify the page and position before discussing value

A general website name may not identify the page where your placement appears. Ask for the exact URL and a description of the position. For rotating or shared slots, ask what the publisher is committing to. Record their answer without translating it into a guarantee they did not give.

Make the buying period unambiguous

Give the start, end and timezone together. Distinguish the deadline for supplying creative from the placement start. If the publisher replies with a different period, keep both the original request and the offered period visible. Confirm which version your team intends to buy.

Ask for a complete price basis

Request the currency, tax treatment and other charges with the fee. A budget in your brief does not establish the final price. Leave unknown conditions open rather than assuming they are included, and do not treat an indicative quote as confirmed availability.

Turn the reply into a decision

Save the original response, check the offered conditions and ask for missing details. Use the quote comparison guide if you have several offers. An authorized team member should approve the exact terms before your team accepts them, and the publisher’s commitment should remain distinct from that internal approval.

Keep the brief useful after the placement starts

Use the agreed conditions as the reference for delivery review. The original brief can explain why your brand requested the placement, but the final agreement determines what to compare. The renewal checklist helps you review delivery before accepting a new buying period.

See how Datacow keeps quotes, approvals and page checks together.

For the purchase after the brief, see website advertising management for direct buyers.

Agree what happens if the website ad is missing

Ask who to contact, what supporting material will be available and how a difference should be reported. A proposed extension or replacement needs checked conditions and a later delivery review. The website ad placement discrepancy guide supplies a reusable record for that follow-up.