Overview

This document describes the general structure of a Equativ on-site ad campaign. You can find more information about each topic in the following articles:

• Create guaranteed campaign
• Create sponsored product campaign 

In addition to relying on these concepts, you must schedule dedicated sessions to discuss and build a complete self-service creation and edition workflow.

Campaigns

A campaign refers to a buying strategy for purchasing ad inventory. Campaigns have optional budgeting and attribution window controls, and they contain line items. The system controls the campaign budget at the campaign level. If you want to increase or decrease the budget, you must change it at the campaign level.

On the Kamino platform, you can create two types of campaigns: Guaranteed campaigns (display or video ads) and sponsored campaigns (product ads).

For more information about campaign management, see the following articles.

• For Guaranteed campaigns:
  • Create and manage guaranteed campaigns 
  • Update campaigns, line items, and creatives
• For Sponsored product campaigns: 
  • Create and manage sponsored product campaigns
  • Update sponsored product campaigns   

Line items

You use a line item to target a specific ad inventory on a retailer website. For each line item, you must define dates, a budget, and targeting criteria, such as page types and associated elements like keywords or categories on the retailer website. You can also define optional controls, such as capping or free budgets. Each line item also contains a specific product listing.

You must respect these basic rules when you create line items:

• The sum of all line item budgets must be less than or equal to the campaign budget.
• Line item dates must fall within the campaign dates.
• You can target multiple page types with the same line item.
• You must choose products associated with each creative from the promoted products listing defined at the campaign level.

For sponsored product campaigns, each campaign has a single line item. For Guaranteed campaigns, each campaign can have multiple line items, and each line item is associated with a creative.

Creatives 

A creative is the actual ad shown to users, and it can consist of a combination of the following:

• Visual
• Promoted products
• Targeting context

A creative is associated with a format and a specific grid section on the retailer website.

Creative is not a client-facing concept and will not be managed by users on the Kamino platform.

Guaranteed campaigns use a creative for each placement. A placement is a combination of a format and a position. Sponsored product campaigns use a creative for each promoted product.

Visual

Visual is a concept, introduced with the Guaranteed campaign workflow launch in Q2 2026.

A visual is a combination of assets and can be associated with multiple creatives. An asset is an image or a video with additional elements. Mandatory assets to create a visual are defined by the retailer in Administration > Formats. For more details, see Manage format settings.

For all parameters needed to create a visual, see Create a visual. 

If you want to display an ad on a multi-language website, you must set up a configuration for each available language, each carrying its own assets and additional elements.

Promoted products

Promoted products are products that display on a creative. First, you must define a product list at the campaign level. Next, you can select products inside this product list for each line item. You can select a different list of products for each line item. If you want to add products to a line item, you must add them at the campaign level first.

A product catalog refers to a structured collection of information about products available on a retailer website. It usually includes details such as product IDs, names, descriptions, prices, images, and attributes. It serves as a centralized repository of product data, and it simplifies displaying products when you run Equativ ads.

Kamino automatically and regularly fetches and processes the product catalog. This continuous process ensures that ads display with the most up-to-date product information on the retailer website. For this reason, you must send IDs that match the retailer_product_id field from the retailer product catalog in your requests.