Digital Advertising / Advertising, Marketing Terms Digital Advertising Digital advertising refers to the use of online platforms and technologies to promote products, services, campaigns or causes to targeted audiences. It includes a wide range of formats and channels, such as search engine ads, social media advertising, display banners, video ads, sponsored content and influencer partnerships. Digital advertising allows marketers to reach people based on interests, behaviours, location and other criteria, and to measure performance in real time. Popular platforms for digital advertising include Google Ads, Meta Ads (Facebook and Instagram), LinkedIn, YouTube, TikTok and programmatic ad networks. Campaign objectives can range from brand awareness and lead generation to app installs, sales and event sign-ups. Ads may appear on search engine results pages, within news feeds, alongside videos or across third-party websites. Because of its precision targeting and flexibility, digital advertising is widely used by businesses, nonprofits and public institutions of all sizes. Effective digital advertising combines clear messaging, engaging visuals and well-defined goals. Success depends on choosing the right platform, setting budgets strategically, and continuously optimising campaigns based on performance data. Key metrics include impressions, clicks, click-through rate, cost per click, cost per acquisition and return on ad spend. A thoughtful strategy also considers user privacy, accessibility and the post-click experience. Whether driving donations for a campaign, promoting a webinar or growing an e-commerce store, digital advertising offers powerful tools to connect with the right audience at the right time.