Programmatic Advertising

The Successful Transformation to Automated, Data-Driven Marketing in Real-Time

  • Oliver Busch

Part of the Management for Professionals book series (MANAGPROF)

Table of contents

  1. Front Matter
    Pages i-x
  2. Concept

    1. Front Matter
      Pages 1-1
    2. Oliver Busch
      Pages 3-15
    3. Rosa Markarian, Aee-Ni Park, Mark Grether
      Pages 17-24
    4. Holm Münstermann, Peter Würtenberger
      Pages 25-36
    5. Jürgen Seitz, Steffen Zorn
      Pages 37-51
  3. Components

    1. Front Matter
      Pages 53-53
    2. Oliver Gertz, Deirdre McGlashan
      Pages 55-73
    3. Arno Schäfer, Oliver Weiss
      Pages 75-86
    4. Arndt Groth, Viktor Zawadzki
      Pages 87-102
    5. Patrick Dawson, Michael Lamb
      Pages 103-110
    6. Stephan Noller, Fabien Magalon
      Pages 111-122
    7. Sven Weisbrich, Caroline Owens
      Pages 123-130
    8. Chip Meyers, Christian Muche
      Pages 131-139
    9. Burkhardt Funk, Nadia Abou Nabout
      Pages 141-151
    10. Niko Marcel Waesche, Tilman Rotberg, Florian Renz
      Pages 153-164
    11. Frank Bachér, Jay Stevens
      Pages 165-175
  4. Transformation

    1. Front Matter
      Pages 177-177
    2. Ralf E. Strauss, Jonathan Becher
      Pages 179-192
    3. Andy Stevens, Andreas Rau, Matthew McIntyre
      Pages 193-210
    4. Nils Hachen, Stefan Bardega
      Pages 211-220
    5. Kolja Brosche, Arun Kumar
      Pages 221-232
    6. Grégory Gazagne, Alexander Gösswein
      Pages 233-242
    7. Florian Heinemann
      Pages 243-254
    8. Marco Klimkeit, Paul Benson
      Pages 255-264
  5. Back Matter
    Pages 279-279

About this book


This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.


Big data Data granularity Internet marketing Realtime Bidding Realtime advertising Sell-side platforms

Editors and affiliations

  • Oliver Busch
    • 1
  1. 1.HamburgGermany

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences