Pacing refers to the rate at which an advertising campaign spends its budget over a specified time period. It ensures that an advertiser’s budget is distributed evenly throughout the campaign duration, preventing overspending early on and ensuring ads are displayed consistently. Proper pacing helps in optimizing ad performance, ensuring maximum visibility and engagement without exhausting the budget prematurely. In programmatic advertising, automated systems often adjust bid strategies in real-time to maintain the desired pacing.
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