Restricting or weighting delivery by hour of day and day of week. Dayparting matters when conversion rates vary by time (business hours for B2B phone leads), when budgets are limited, or when a placement's audience changes across the day. Automated bidding on most platforms already adjusts for time, so manual dayparting is now mainly a budget-control tool.
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Used in The Signal
Cite this entry:
Agency Echelon. "Dayparting." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/dayparting/