A uniform resource locator (URL) is a string of characters that identifies the location of a resource on the internet, such as a web page, an image, or a file. A URL typically consists of several parts, including a protocol (such as HTTP or HTTPS), a domain name (such as example.com), and a path or file name (such as /index.html). URLs are used to access and retrieve resources from the internet, and they are an important part of the structure and organization of the web. In the context of advertising and marketing, URLs are often used to track and measure the performance of advertising campaigns, and to provide information about the source and destination of traffic. URLs can also be used in advertising creative, such as banners or text ads, to provide users with a way to click through to the advertiser's website or landing page.