A planning decision with trade-offs attached. Continuous delivery keeps the brand present and compounds awareness over time. Pulsing concentrates weight around high-intent periods. Dark periods let spend recover. None of these is the default right answer. The right answer depends on your purchase cycle, your competitive set, and what your response curves actually show.
Ad tech glossary
Flighting Strategy
Technical definition
The planned distribution of advertising weight or pressure across a campaign period, whether continuous, pulsing, or flighting (on/off periods).
The ADLINGO translation
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