Overview

The ongoing process of digitalisation and globalisation does not stop at online advertising. Growth and price pressure as well as fierce competition are just a few of the challenges resulting from this development, which are forcing market players to continuously improve their efficiency. One concept that has emerged from this is real-time advertising. This is intended to be a new, value-adding method of dealing with digital advertising. This paper examines all relevant aspects of online advertising in real time in a detailed and easily understandable manner. The aim is to clarify whether and in what form the method of real-time advertising can increase marketing efficiency for both providers and advertisers in order to achieve the best possible efficiency in online advertising space marketing and target group addressing for both sides.

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