Reference / Glossary / Practice and industry
Always-On
Continuous advertising at a base level rather than in flights, typically for search, retargeting, and brand defense, where demand exists every day. Most plans combine always-on performance layers with flighted brand and launch activity.
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Used in The Signal
Cite this entry:
Agency Echelon. "Always-On." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/always-on/