Which type of media includes Google Adwords and display marketing?

The correct answer is paid media because it refers to advertising that is purchased to promote products or services. Google AdWords, now known as Google Ads, allows businesses to create ads that appear in Google's search results and across its display network, which targets specific audiences based on various criteria. Display marketing, which involves placing visual ads on websites and apps, also falls under this category, as it requires payment to display the advertisements and reach consumers.

Paid media is fundamental in digital marketing since it enables brands to extend their reach and engage potential customers directly through sponsored content. This type of media contrasts with owned media, which refers to content that a brand creates and controls, such as websites or blogs, and earned media, which involves organic mentions and shares by consumers or the media, often stemming from a brand's marketing efforts but not directly controlled by the brand itself. Social media, while important for marketing, refers specifically to platforms that facilitate interaction and content sharing among users, which may include both earned and paid content. Thus, the characteristics of Google Ads and display marketing align clearly with the definition of paid media.