Media, Owned

Media that a marketer has full ownership of or nearly complete control over. Examples include a storefront, website, product package, or newsletter (via e-mail or print).

There are a few caveats. Sal’s Pizzeria’s Instagram account, where you can practically smell the Sicilian pies wafting from the square images, is owned media. Sal’s has full control over the content, and it does not have to pay to distribute that content. However, Instagram owner Facebook owns the media and can change the rules of engagement anytime. A website hosting service could technically do the same, but the risks are far lower; Sal’s Pizzeria may deal in goods that taste illicit but are assuredly legal.