In contrast to owned or earned advertising, paid advertising is any form of advertising that you must pay for. Users typically see paid advertisements on the sides, tops, or bottoms of online pages. PPC, PPI, and display ads are three different types of sponsored advertisements that give advertisers more options for campaign customization. Sites like Facebook and LinkedIn have recently become successful platforms for paid advertisements thanks to the rising popularity of social media. In exchange for using an ad space, companies who use paid advertising pay the ad space owner. Marketers and the owner of the ad space frequently engage in a bidding process to determine the price to be paid for the ad space.