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Programmatic advertising is the next step in the automation of integrated marketing. The right message reaches the user in the right environment at the right time, at the touch of a button, across all channels. Austria is following suit and expanding its programmatically bookable inventory. The year 2018 will bring many challenges due to the General Data Protection Regulation, but these will not affect online budgets. Preparations have been made on both the corporate and marketing sides. The fight against fraud in automation continues, and companies can securely integrate programmatic online marketing through private deals. Programmatic advertising will experience immense growth in 2018 thanks to the integration of online video inventory. The first steps are also being taken at the point of sale and via digital out-of-home. This work is an empirical study that examines this technology on the Austrian market. The aim is to inform companies about the opportunities and risks, as well as the current state of affairs.