Paid media refers to the practice of using paid advertising to reach and engage potential customers or leads. Paid media typically involves the use of paid channels, such as television, radio, print, or online, to deliver ads to a targeted audience. Paid media can be an effective way for advertisers to reach and engage their target audience, and to deliver a clear and compelling message to their target audience. Paid media can also be beneficial for publishers and platforms, as it can provide a new source of revenue and a valuable source of content and engagement for their audience. Paid media is an important part of the overall marketing mix, and can be used in combination with other marketing tactics, such as earned media or owned media, to create a comprehensive and effective marketing strategy.