What does payola refer to in the advertising context?

Payola refers specifically to the practice of making direct payments or providing incentives to radio stations or other media outlets in exchange for the airplay of specific songs or promotional content. This practice is often done under the table and can be seen as an unethical way to influence what gets aired without disclosing the financial relationship. In this context, it essentially means that a company is paying a station to promote their products or content more heavily than it would be done based solely on merit. This practice is heavily regulated because it can distort the marketplace and mislead consumers about the nature of the broadcasts they are receiving.