How Campaign Delivery Works

This page provides a high-level explanation of how advertisements are delivered within the platform.

Understanding the delivery process can help advertisers interpret campaign performance and troubleshoot delivery behavior.

Campaign Delivery Overview

When a user opens an email containing advertising inventory, our platform evaluates eligible campaign lines and selects an advertisement to serve.

Campaign delivery is influenced by several factors, including:

These components work together to determine when and where a campaign line is eligible to serve.

When an email is opened and an advertisement request is generated, the system evaluates campaign lines that are eligible to serve on that placement.

Eligibility is determined by:

If multiple campaign lines are eligible, the platform selects an advertisement based on internal auction and ranking logic.

Campaign lines include targeting settings that define where ads may be delivered.

Common targeting dimensions include:

When an ad request occurs, the system filters campaign lines that match the request’s characteristics.

Only campaign lines whose targeting criteria match the request remain eligible to serve.

Discovery settings control how aggressively the platform explores new inventory.

Higher discovery levels allow campaigns to test additional placements or inventory segments beyond the initial known performing inventory.

Lower discovery levels focus delivery on a narrower set of inventory with known performance characteristics.

Discovery helps the system identify new high-performing inventory over time.

Pacing determines how a campaign line distributes its daily budget throughout the day.

Common pacing strategies include:

Optimized

ASAP (As Fast As Possible)

Pacing helps maintain stable campaign delivery and improves the likelihood of reaching daily spend goals.

Each campaign line has a daily spend goal that limits how much the campaign may spend within a day.

The system continuously evaluates campaign lines against their spend limits.

If a campaign line reaches its daily spend goal:

This mechanism helps advertisers maintain consistent budget control.

Email clients may cache advertisement content when an email is opened.

If a user reopens the email later, the previously served advertisement may still be displayed.

If the user clicks the cached advertisement:

The click is recorded
The interaction occurs even if the campaign line is no longer actively serving new impressions

Because of this behavior:

This behavior is a normal characteristic of email advertising.

Campaign delivery is determined by the interaction of targeting rules, inventory eligibility, pacing strategies, and budget controls.

Understanding these mechanisms helps advertisers interpret campaign performance and make more informed optimization decisions.