"Advertising in the digital era functions very differently than in the past. A myriad of new factors weigh in on an advertiser's decision making process based on the products, goals of the campaigns, nature and location of the target audiences, budgets, and competition.
One way to parse digital-advertising strategies is to consider whether they involve paid media, owned media or earned media-or some combination. Paid media refers to traditional advertising, in which advertisers purchase specific space or time.Owned media refers to vehicles that the marketers themselves create and populate with materials relating to their products and services-for example, Pampers.com. Earned media involves mention or discussion of brands in public outlets."