Paid media refers to any form of advertising or promotional content that a company or individual pays for in order to reach a specific audience. This can include traditional forms of advertising such as television commercials, print ads, and billboards, as well as digital forms such as sponsored social media posts, pay-per-click ads, and influencer partnerships. Unlike earned or owned media, which rely on organic reach and engagement, paid media allows for targeted and controlled distribution of content to a desired audience. It is a crucial component of a comprehensive marketing strategy and can help businesses increase brand awareness, drive website traffic, and ultimately, generate sales.