Paid advertising

Paid advertising is any type of advertising that is paid for. It stands in contrast to owned advertising (ads promoted on the advertiser’s own channels, such as its own company website, YouTube channel or social media pages), or earned advertising (writeups in magazines, blogs, websites, influencer platforms, product reviews etc, produced by a third party without being commissioned or solicited by the advertiser). Types of paid advertising include PPC (pay per click), PPI (pay per impression) and display ads, or banner ads.