Today we want to discuss in depth a certain component of the paid-owned-earned (POE) media model. In a nutshell, paid media involves paying a third party to promote your company's content. This can help your content gain more exposure. In our latest SEMrush Chat, we discussed the role of paid media in your marketing mix with our chat participants. This time, our special guest was Gianpaolo Lorusso, a PPC expert, an experienced web marketer, a usability professional, and the organizer of the ADworld Experience conference.