A company wants to distribute its latest white paper and gather prospects' data. They create an ad with a form, targeting key decision makers. Which type of campaign are they running?

This is a lead generation campaign because its primary goal is to collect contact information (prospects' data) from potential customers who are interested in their content (white paper). The ad with a form is a classic lead capture mechanism. A brand awareness campaign focuses on increasing recognition, not data collection. A demand generation campaign aims to create interest and desire for a product or service, often a broader strategy that can include lead generation, but the specific action described here (gathering data via a form) directly defines lead generation.