How to Write a Website Advertising Agreement


Companies advertise their products and services on blogs, forums and other websites. If your website gets consistent traffic from readers interested in fashion and beauty, entrepreneurship, parenting, investing, relationships, real estate or a host of other topics, you may be able to monetize your site by offering advertising space. If you elect to sell ads on your website, develop an advertising agreement you can send to potential advertisers when they’re ready to reserve a placement. Website advertising agreements are designed to protect the advertiser and the publisher.

Place your website logo at the top of the page, along with the words “Website Advertising Agreement.”

Include the date the agreement is being written or sent.

Create a section that outlines the parties involved in the contract, which include you and your advertisers. List the name of your website, your contact information and that you are the “publisher” of your website. List your potential advertiser's contact information and identify him as the “advertiser” of the specific product or service being advertised on the website.

Specify the dates the advertisement will run on the website.

Include details about how frequently the advertisement will run. Some websites offer weekly placements. Others offer monthly placements. In some instances, an advertiser will purchase a spot for multiple weeks or months at a discounted bulk rate.

Specify the type of advertisement your advertiser plans to run. It may range from a text or banner advertisement to a full site sponsorship or a pop-up ad.

Include the cost for the ad placement. Include any discounts that may apply.

Outline the process for sending content and graphics for advertisements, including any ad specs, such as the size. List the date that you need to have the content and graphics for the advertisement. Include your policy for how late advertisements are handled, as well as last-minute swaps.

Provide a section that outlines if and how analytics will be reported. While some advertisers track their own analytics, which may include how many times an advertisement is clicked, you also can track this and send this information to advertisers to show them how their placement was received on your website.

Explain your cancellation policy, including whether money will be refunded.

Include a liability statement that makes clear that you make no guarantees on sales and you are not responsible for misprints in the advertisement, if you use the exact art the advertiser gives you.

Leave space for your signature and the advertiser's signature.

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