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# POE (Paid, Owned, Earned) Strategy
- URL: https://www.adlingo.org/glossary/poe-strategy/
- Published: 2025-01-15T10:05:00.000Z
- Updated: 2025-01-15T10:05:00.000Z
- Description: A framework for categorizing media opportunities based on whether they require direct investment (paid), exist on brand-controlled properties (owned), or are generated through organic audience actions (earned).
- Author: Travis Lusk
- Tags: Agencies & Holdcos, #glossary, #Import 2026-10-27 17:05

A framework for mapping where your marketing investment comes from. Paid is what you buy. Owned is what you already have. Earned is what audiences do on your behalf. The discipline is not in knowing the three categories. It is in auditing whether you are using all three, and whether the mix reflects your actual strategic priorities or just your historical budget lines.