![from left: Gloria Eichler, CPO at smartclip, Christian Osterhues, VP of People & Culture, and Shira Leffel, VP of Marketing & Product Education at smartclip](https://smartclip.wpenginepowered.com/wp-content/uploads/2024/06/preview-leadership-thumbnail-smartclip-new-1.jpg)
7 June 2024
Last modified: 14 March, 2022
In digital advertising, a campaign refers to a buying strategy for purchasing ad inventory, i.e. the ad inventory bought from a specific ad network/publisher and the specific start/end date, budget, placement, targeting, etc. smartclip distinguishes two types of campaigns – direct/IO campaigns (insertion orders agreed without the use of adtech platforms) and programmatic deals (automated bids/buys placed through adtech platforms).