Abstract
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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
Bibliography
Bardowicks, B., & Busch, O. (2013). Diskussionspapier: Programmatic Advertising. bvdw.org, http://www.bvdw.org/medien/bvdw-diskussionspapier-beleuchtet-entwicklungen-im-realtime-advertising?media=5002. Published on 12 Aug 2013, p. 4.
Busch, O. (2000). Markenführung im Digital Age, in: absatzwirtschaft marken. Published on 1 June 2000, p. 24 et seq.
eMarketer. (2014a). Mobile continues to steal share of US adults’ daily time spent with media. eMarketer, http://www.emarketer.com/Article/Mobile-Continues-Steal-Share-of-US-Adults-Daily-Time-Spent-with-Media/1010782. Published on 22 Apr 2014.
eMarketer. (2014b). Majority of US internet users to use a connected TV by 2015. eMarketer, http://www.emarketer.com/Article/Majority-of-US-Internet-Users-Use-Connected-TV-by-2015/1010908. Published on 13 June 2014.
eMarketer. (2014c). Second screening during TV time—It’s not what you think. eMarketer, http://www.emarketer.com/Article/Second-Screening-During-TV-TimeIts-Not-What-You-Think/1011256. Published on 6 Oct 2014.
eMarketer. (2015). Digital device penetration in the US and select countries in Western Europe, Nov 2014. eMarketer, http://totalaccess.emarketer.com/Chart.aspx. Published on 5 Mar 2015.
Heimann, T. (2013). Supply-Side-Plattformen – ein Leitfaden für die Verkaufsseite. In BVDW (Hrsg.) Kompass programmatic advertising (p. 16). Düsseldorf: BVDW. Published in September 2014.
Kawaja, T. (2014) Display LumaScape, http://www.lumapartners.com/resource-center/lumascapes-2/. Publication date undisclosed.
Knapp, D., & Marouli, E. (2013). Adex benchmark 2012 – European online advertising expenditure. IAB Europe, Published on 28 Aug 2013, p. 19.
Kroll, S. (2013). Mit neuem Kapital schneller wachsen. in: Internet World Business, http://www.internetworld.de/onlinemarketing/displaymarketing/neuem-kapital-schneller-wachsen-285523.html. Published on 25 Jan 2013.
Loechner, T. (2015). Premium publishers including Guardian, Reuters, FT launch programmatic alliance. MediaPost, http://www.mediapost.com/publications/article/245912/premium-publishers-including-guardian-reuters-ft.html. Published on 18 Mar 2015.
McEleny, Ch. (2015). Nestle’s Gawain Owen: I would pay more for programmatic TV ads. Marketing Magazine, http://www.marketingmagazine.co.uk/article/1344197/nestles-gawain-owen-i-pay-programmatic-tv-ads. Published on 23 Apr 2015.
Neff, J. (2015). P&G’s Pritchard on where marketing, media and metrics are going. Ad age, http://adage.com/article/cmo-strategy/p-g-s-pritchard-marketing-metrics/297592. Published on 16 Mar 2015.
O’Leary, N. (2014). Matt Seiler is out to remake and automate the media agency world. http://www.adweek.com/news/advertising-branding/matt-seiler-out-remake-and-automate-media-agency-world-155047. Published on 19 Jan 2014.
Reidel, M. (2013). OWM-Forderung: Ungewöhnlich scharfe Worte zum Dmexco-Start. HORINZONT.NET, http://www.horizont.net/aktuell/specials/pages/protected/OWM-Forderung-Ungewoehnlich-scharfe-Worte-zum-Dmexco-Start_116776.html. Published on 17 Sept 2013.
Reisch, S., & Rinderle, S. (2013). Real time bidding – Next level performance marketing. http://www.bluesummit.de/wp-content/uploads/2013/02/blueSummit-Whitepaper_Real-Time-Bidding.pdf. Publication date undisclosed, p. 13.
Roloff, F. (2013). Mobile programmatic advertising – ein Trend. In BVDW (Hrsg.) Kompass programmatic advertising (p. 41). Düsseldorf: BVDW. Published in September 2014.
Schulze-Geissler, A. (2013). Real-Time Advertising wird Außenwerbung beeinflussen. Adzine, http://www.adzine.de/de/site/artikel/9351/adtrading-rtb/2013/10/real-time-advertising-wird-aussenwerbung-beeinflussen. Erscheinungsdatum 23 Oct 2013.
Sluis, S. (2015). Procter & Gamble CMO Pritchard: Programmatic delivers business lift. Ad exchanger, http://adexchanger.com/brand-aware/procter-gamble-cmo-pritchard-programmatic-delivers-business-lift. Published on 6 Mar 2015.
TheDrum (2014a). Mondelez VP of global media, Bonin Bough talks internet of things, programmatic and tech. TheDrum, http://www.thedrum.com/file/nestle-cmo-tom-buday-talks-about-importance-technology-advertisers. Published on 18 Sept 2014.
TheDrum (2014b). Nestle CMO Tom Buday talks about the importance of technology to advertisers. TheDrum, http://www.thedrum.com/file/nestle-cmo-tom-buday-talks-about-importance-technology-advertisers. Published on 24 Sept 2014.
Zawadzki, V. (2013). A world in 50 ms. www.spree7.com/50ms. Publication date undisclosed.
Zunke, K. (2013). Die DSP gehört auf die “Demandside”. ADZINE, http://www.adzine.de/de/site/artikel/7650/adtrading-rtb/2012/09/die-dsp-gehoert-auf-die-demandside. Published on 27 Sept 2012.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights 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. https://doi.org/10.1007/978-3-319-25023-6_1
Download citation
DOI: https://doi.org/10.1007/978-3-319-25023-6_1
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-25021-2
Online ISBN: 978-3-319-25023-6
eBook Packages: Business and ManagementBusiness and Management (R0)