Thanks for the quick reply fathom. It is not for SEO services, it is from a company who is representing a major publisher. I have managed my online advertising up to this point but this seems to be a step up to the major leagues. The requirements are much more detailed than any I have come across before. I think I will have to call them on Monday if I haven't figured it out by then.
Traffic(k)ing is what the person does who sets up banners, rich media, etc on your side. The end result will be some kind of tag for the media property to insert in their site so that your ad shows up and is tracked if you so choose.
Here's an example. Company X contacts an online ad agency to do some advertising. Agency X contacts some publishers, wheels and deal and comes back with placements/CPM's etc.
Agency X may use a 3rd party ad serving solution like Doubleclick DART or Atlas.
When the deal is worked out and the placements are determined, the trafficker is the person that sets up all the tracking for the banners, text links, rich media stuff, or whatever. Once the trafficker generates all the tags to send to the publisher, the trafficker will normall do a Q/A to ensure the publisher has set everything up correctly and tracking is in place.
Media properties will often have a traffick person on their end who is responsible for implementing tags. Whoever is on your end needs to be able to talk intellegently about the setup technology, and tracking of whatever media you intend to place.
Thank you skibum. That clarifies everything up pretty nicely. I actually am not purchasing the ad space but selling it. I guess I was confusing because I said I was talking with a 'publisher'. I meant a book publisher . . . you know those things made from. . .hmmm . . . ah! yes that's the word: paper.
Anybody have an old RFP they wouldn't mind forwarding to me so I can get a better feel for what's expected?