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.
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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
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