Glossary · Ad budget ops
Budget pacing
Budget pacing is the practice of controlling the rate at which a budget is spent across a period so it lands on target — neither running out early nor leaving money unspent. Applied specifically to advertising, it is usually called ad budget pacing; the underlying discipline is the same either way.
"Budget pacing" shows up outside advertising too — event budgets, project budgets, grant spending — but the mechanics that matter for a multi-channel ad account are specific: several channels with different cadences, holidays that shift demand, and a real month-end close.
See ad budget pacing for the advertising-specific version, and ad pacing / digital ad pacing for how the same idea is phrased when the focus is the channel rather than the budget.
Related terms
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