An advertiser’s marketing strategies and initiatives consist of multiple campaigns, which in turn consist of different publishers, line items, and creatives. Generally, a campaign can be described by two factors:

  1. Time period during which it runs
  2. Product or message being promoted

For example, Ford’s 2014 digital marketing strategy may be comprised of multiple campaigns:

  • Spring 2014 F-150
  • Summer 2014 Focus
  • 2H 2014 Branding
  • Holiday Explorer

For each campaign, an advertiser will generally have a separate planning process, which involves setting a budget, sending RFPs, and evaluating publishers.