In digital advertising, what does a campaign refer to?

A campaign in digital advertising refers to a coordinated series of ad buys focused on achieving specific marketing objectives. This includes the strategic placement of advertisements across various platforms, such as ad networks or publishers, to reach a targeted audience effectively.

By selecting a specific ad network or publisher for ad buys, advertisers can optimize their budget and enhance their chances for engagement based on the characteristics of the audience that frequents those platforms. Campaigns are generally designed with particular goals in mind, like increasing brand awareness, generating leads, or driving conversions, making them broader than just a single instance of advertising.

This understanding of a campaign is crucial as it encompasses more than just the ad impressions or social media posts alone. While impressions measure exposure and social media posts can be part of a campaign, a true campaign integrates various advertising elements and strategies for comprehensive impact. Email marketing initiatives also fall into a similar category of direct marketing, but they are generally distinct from what constitutes a digital advertising campaign in the broader context.