Which of the following is NOT true about digital advertising?

Digital advertising operates primarily in an online environment and does not necessitate a physical presence to effectively target audiences. This form of advertising relies on sophisticated data analytics and various targeting techniques, such as tracking users' online behaviors, interests, and demographics. The ability to reach potential customers based on their online interactions means that marketers can personalize their messages and ads without being limited by geographic location.

In contrast, the other options represent common characteristics of digital advertising. For instance, programmatic advertising automates the buying and selling of online ad space, making it easier to target specific audiences. Similarly, knowing where customers have been on the web allows advertisers to leverage this data for targeted ad campaigns, enhancing their effectiveness. The pay-per-click model is also prevalent in digital marketing, where advertisers pay every time someone clicks on their ad, emphasizing the performance-based nature of digital platforms.