The snap2eyes Rich Media Ad Factory™ (or "RMAF™") Platform includes an online collaboration mechanism, known as "Delegate Authority," for:
- any web publisher or ad network building a multi-advertiser ad (such as the Tristitial), and
- any creative agency, advertising agency, or freelance designer using the RMAF Platform to create online ads on behalf of a client.
The Delegate Authority feature:
- forms a legal and operational link between two RMAF users, and
- is closely integrated with the Ad Creation Center and the Customer Content Center of the RMAF Platform.
In general, the Customer Content Center provides all RMAF Platform users with a secure, online system by which to upload, manage and temporarily store campaign content that may be used in customized online ads. Users can label any uploaded campaign content and organize it according to campaign or ad projects. The Ad Creation Center manages the various steps involved in the ad creation and customization process.
By using the Delegate Authority online collaboration mechanism, two RMAF users can establish an agency relationship by which one RMAF user (the "Agent") is authorized to use the RMAF Platform on behalf of the other user (the "Represented Advertiser"). The agency established by the Delegate Authority feature enables:
- the Agent to create and revise template-based ads for the Represented Advertiser;
- the Represented Advertiser to share campaign content with the Agent for inclusion in any template-based ads that the Agent may create for the Represented Advertiser; and
- the Agent to share a preview or final copy of any customized ad created by the Agent on behalf of the Represented Advertiser.
For web publishers and ad networks creating multi-advertiser Tristitials, the Delegate Authority mechanism greatly facilitates the management of campaign content from the three different advertisers supplying the various banners for any particular Tristitial.
How do two RMAF users utilize the Delegate Authority mechanism to become linked?
One RMAF user invites another to form a secure link through the RMAF Platform and confirm an agency relationship. Once such a link is established, it remains in effect until expressly terminated by either of the linked RMAF users.
If the RMAF Platform is utilized by multiple users to create a Tristitial or any other multi-advertiser ad, the publisher or ad network that will create and distribute such multi-advertiser ad functions as the "Publisher" and must use the Delegate Authority feature to form a link with each of the advertisers who will appear in such multi-advertiser ad. Each advertiser who forms a link with the Publisher in order to appear in a Tristitial must do so only once with respect to that Publisher, after which time the Publisher can continue to include such advertiser in all future Tristitials (whether such future Tristitial includes the same two other advertisers or not) until either the Publisher or such advertiser terminates the link.
To complete the process, the RMAF users forming a link to each other must each agree to the Agency Authorization Agreement, in the case of a single advertiser ad, or the Advertiser-Publisher Agreement, in the case of a multi-advertiser ad.
Each agreement allows either RMAF user at any time to terminate the agency established by the Delegate Authority mechanism and/or to form a similar agency relationship with as many other parties as such user wishes (unless prohibited by a pre-existing exclusivity agreement). The agreements also detail the many legal subjects that two collaborating RMAF users must address separately in an agreement entirely between themselves (if at all), and thus provides useful guidance regarding some of the important legal issues that may arise in an advertising-related agency between two parties.
For detailed instructions regarding how to use the Delegate Authority feature to establish an agency relationship with another RMAF user, see the relevant sections of the Step-By-Step Guide and/or the FAQ.