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The term advertiser is used to designate the entity behind an advertising or marketing operation. It can be an organization, a brand, a company or an association. Generally speaking, this term can also be used to refer to the client of an advertising agency. The advertiser’s main mission is to carry out communication operations in order to promote its brand or its products to its target customers. To do so, it resorts to the purchase of advertising space, also called advertising media.
A distinction is made between captive and non-captive advertisers. An advertiser is said to be captive when it depends on a medium that it cannot do without to reach its target audience.