Maybe something like this: When the one displaying the picture (or whatever), the one providing the picture, and the one viewing the picture are three different

Maybe something like this: When the one displaying the picture (or whatever), the one providing the picture, and the one viewing the picture are three different parties, and money flows from the person providing the picture to the one showing it. It's not perfect but I think this definition would include e.g. billboards, newspaper ads and most internet ads, while excluding non-advertising integrations of third-party data (e.g. when a navigation company buys maps from a mapping company to show to their client, it does not fall under this definition because money flows the other way).