Paid Media

Paid media is the set of communications channels a brand pays to access, such as advertising across digital, social, retail media, connected TV, search, print and out-of-home, the fastest channel to scale and the most expensive to sustain.

Communications channels a brand pays to access — advertising across digital, social, retail media, CTV, search, print, and out-of-home. The fastest channel to scale; the most expensive to sustain. Effectiveness is shaped by signal loss, measurement fragmentation, and the rise of walled gardens.

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