Skip to main content

The Programmatic Advertising Principle

Part of the Management for Professionals book series (MANAGPROF)


It is no secret that the digital marketing industry loves innovation and is thus in a constant state of change and always on the lookout for the next big thing. You could even go so far as to say this quest is often considered a business model itself. Nevertheless, this topic has another completely different and more extensive dimension to it, one that has been filling congress halls and schedules time and time again for years: data-driven marketing automation. If you take the time to look into the principles and aims of programmatic advertising (also known as real-time advertising), you will soon see why this is set to continue captivating the cross-media creative and media industry over the coming years, although this is increasingly likely to happen during daily business rather than at presentations and talks given at congresses. In the end we will see a transformation that permeates every discipline and business, and a scenario where programmatic advertising forms the basis of advertising and marketing on every level.


  • Video Advertising
  • Marketing Communication
  • Private Deal
  • Sales House
  • Marketing Industry

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

This is a preview of subscription content, access via your institution.

Buying options

USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
USD   39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD   84.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions


Download references

Author information

Authors and Affiliations


Corresponding author

Correspondence to Oliver Busch .

Editor information

Editors and Affiliations

Rights and permissions

Reprints and Permissions

Copyright information

© 2016 Springer International Publishing Switzerland

About this chapter

Cite this chapter

Busch, O. (2016). The Programmatic Advertising Principle. In: Busch, O. (eds) Programmatic Advertising. Management for Professionals. Springer, Cham.

Download citation