Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

Budgets cannot be applied to online campaigns due to constant changes in traffic.
Budgets for online campaigns can only be set once annually and require a fixed commitment.
Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive.
Online campaigns generate clicks, whereas other channels generate exposure.

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