This term is relevant primarily to sites that sell some or all of their display ad inventory directly to advertisers. On most proposals and IOs, there will be a column labeled “end date” that simply refers to the point at which a campaign is supposed to stop. Below is an example of how this may appear on a proposal:
This date should correspond to the date entered into the ad platform when setting up the campaign. Below is an example of this field in use in DFP (marked as “End time”):
