The practice of scheduling ads to run only during specific hours or days, based on when the target audience is most likely to be active, engaged, or ready to convert.
Why it matters
Running ads around the clock isn't always the most efficient use of budget — dayparting concentrates spend into the windows of time that have historically produced the best performance, and pauses spend during low-value hours.
In a sentence
"We dayparted the B2B campaign to run only during business hours, since spend overnight was producing clicks but almost no qualified leads."
Related terms
- Often confused with: Flighting (dayparting schedules ads within a day or week based on time of day; flighting schedules campaigns in and out over longer periods, like weeks or months).