Students can name the characteristics and fundamental principles of programmatic advertising. They can list the participants in the programmatic advertising ecosystem and assign them to the respective channels. They can interpret key performance indicators.

Modules "Strategic Digital Marketing" and "Performance Marketing"

Programmatic advertising is the automated delivery of digital marketing measures based on contact possibilities in real time. Thus, the term real-time advertising is sometimes used as well.

• characteristics and basic principles of programmatic advertising
• programmatic advertising vs. classical digital advertising
• programmatic advertising ecosystem (provider, consumer, platforms)
• programmatic advertising channels
• performance indicators and measurement

• Ingo Kamps, Daniel Schetter (2017): Performance Marketing: Der Wegweiser zu einem mess- und steuerbaren Marketing - Einführung in Instrumente, Methoden und Technik. Springer Gabler.
  
• Oliver Busch (ed.) (2014): Realtime Advertising. Springer Gabler.
  
• Uwe Hannig (eds.) (2017: Marketing und Sales Automation: Grundlagen - Tools - Umsetzung. Springer Gabler.

Lecture, group work on case study

Module exam - see module description for details