Real Time Advertising (RTA) has established itself in recent years as a new strategy for media buying in the digital world, leading to a shift in online marketing from contextual placements to the purchasing of contacts. However, the automated, data-driven buying of relevant ad spaces in real time and its optimization have not yet reached their limits. If the functionality of software-supported marketing is applied to traditional media types such as TV or radio, it could simplify the management of advertising on one hand, while enabling more targeted delivery of ads on the other. The possibilities that Real Time Advertising offers in 360-degree communication are highlighted, demonstrating how targeted marketing can be implemented across all media types to reach consumers regardless of the medium.