A Line executes a specific media buying strategy within a Campaign. While the Campaign organizes one or more strategies under a shared structure, the Line controls the actual bidding, delivery, and spend.<\/p>\n\n\n\n
Each Campaign must contain at least one active Line in order to deliver impressions. Multiple Lines can be created under a single Campaign to separate strategies by factors such as:<\/p>\n\n\n\n
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Inventory source or Publisher<\/li>\n\n\n\n
Audience<\/li>\n\n\n\n
Geography<\/li>\n\n\n\n
Device<\/li>\n\n\n\n
Media type<\/li>\n\n\n\n
Bidding strategy<\/li>\n\n\n\n
Optimization approach<\/li>\n<\/ul>\n\n\n\n
Lines can inherit certain settings managed centrally at the Campaign level while also defining their own strategy-specific configuration. This allows shared requirements to be applied consistently across the Campaign while individual Lines control the targeting, inventory, bidding, and optimization needed for their specific strategy.<\/p>\n\n\n\n<\/figure>\n\n\n\n
Line Hierarchy<\/h4>\n\n\n\n
Lines sit under a Campaign and are the lowest level of the core Campaign structure.<\/p>\n\n\n\n
Each Line belongs to a single Campaign and inherits any applicable Campaign-level settings.<\/p>\n\n\n\n
Campaign-Managed Settings<\/h4>\n\n\n\n
Depending on the Campaign Setup, certain settings can be managed centrally at the Campaign level and inherited by all Lines.<\/p>\n\n\n\n
For example:<\/p>\n\n\n\n
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Creatives can be managed at the Campaign level so the same Creative set is inherited by all Lines.<\/li>\n\n\n\n
Pixels can be managed at the Campaign level so the same Pixels apply across all Lines.<\/li>\n\n\n\n
Pacing & Dayparts can be controlled at the Campaign level.<\/li>\n\n\n\n
Frequency & Recency can be controlled at the Campaign level.<\/li>\n\n\n\n
Budgets can be managed at the Campaign level.<\/li>\n<\/ul>\n\n\n\n
When these settings are not managed at the Campaign level, they can be configured independently for each Line.<\/p>\n\n\n\n
Campaign and Line Targeting<\/h4>\n\n\n\n
Campaign-level targeting acts as an additional eligibility filter across all Lines, while Line-level targeting can further refine the inventory eligible for an individual strategy.<\/p>\n\n\n\n
When targeting is configured at both levels, the settings are evaluated together. An impression must satisfy the applicable targeting requirements at both the Campaign and Line levels in order to be eligible to serve.<\/p>\n\n\n\n
For example, if a Campaign targets the United States, an individual Line can further narrow that targeting to Oregon. However, if the Campaign targets Oregon and the Line targets only New York, no impressions would satisfy both targeting layers.<\/p>\n\n\n\n
Campaign and Line targeting should therefore remain aligned.<\/p>\n\n\n\n
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