5 September 2023
Last modified: 14 March, 2022
In the smartx ecosystem, a direct campaign – or insertion order (IO) campaign – refers to a campaign where an advertiser (or agency) has made a direct, non-programmatic agreement with a publisher (or a commissioned sales unit – in this case, smartclip) to purchase ad inventory according to specific terms.
All terms are agreed in advance by the buyer and seller, including details such as start/end date, ad unit dimensions/placements, target audience, number of impressions, pricing structure, and total campaign costs. This type of campaign is similar to the traditional model of direct media buying and is delivered directly via the ad server.
This contrasts with programmatic advertising.