Digital advertising refers to marketing and advertising that uses the internet to promote products and services to audiences and platform users. It includes various forms of advertising such as email marketing, search engine marketing, social media marketing, display advertising, and mobile advertising. Digital advertising is different from traditional advertising in that it is more precise and allows for different methods of targeting to reach audiences who are more likely to be interested in the ad.

Digital advertising is cost-effective because it is pay-per-click, meaning that businesses only pay when someone takes the desired action of their campaign. The targeting capabilities that come with digital advertising make it such that businesses can get the most qualified people to take these desired actions.

The four core channels of digital advertising are search, display, social, and video. Search advertising is also known as paid search, PPC, search engine marketing, search ads, or text ads. Display ads, also known as banner ads, are the ads you see on websites and apps. Social media ads appear in social media platforms, such as Twitter or LinkedIn. Video ads are ads that play before, during, or after online video content, such as streaming music or podcasts.

In summary, digital advertising is a strategy that promotes a product or service online through various channels such as websites, social media, search engines, and more. It is a cost-effective and precise way to reach audiences who are more likely to be interested in the ad.