In order to introduce standardisation between online publishers and agencies, the Internet and Mobile Association of India has introduced a credit policy and accreditation process for all agencies dealing with online advertisements. The policy has support from all leading online publishers in India including rediff.com, Yahoo! India, Indiatimes.com and Sify.com.

Comprising three aspects, the policy will allow a common credit policy for all accredited agencies, accreditation process, and a process of recovery of over due payments from agencies. It comes into force from March 28 after the one-month window given to agencies for accreditation expires.

A 60-day credit will be extended by affiliated publishers to all accredited agencies with a 30-day window for negotiation, reconciliation and settlement. The process of accreditation has been deliberately kept simple and gratis to encourage agencies to be a part of this process.

If the Policy works out successfully in the first stage, IAMAI would seriously consider taking next step of setting up certain norms supporting the agencies' recovery from advertisers.

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