Paid media has quickly become a strategy for better targeting and control of who is seeing your content. It’s how you’ll get your owned content seen among the saturated online landscape — put it right in front of their faces.
Paid media tactics now rely largely on native advertising. Native ads are media placements that fit the form and function of the surrounding editorial content on a webpage. It should look native to the page.
The ad links to sponsored, owned or earned media — really, anything your brand wants people to read.