The diploma thesis is focused on the area of Internet media, namely the monetization of advertising, which Internet provides through the programmatic purchase of an internet advertisements that are focused on Real Time Bidding (RTB). The theoretical part deals with a brief analysis of the US media landscape, especially the phenomenon of the programmatic way of buying online advertisements in connection with technological development and optimization strategies in the Internet environment. It represents the emergence of the programmatic purchase, deals with the various forms of online advertising and its development. There is an introduction to two different online media strategies of banking institutions, which are further explored within the exploratory comparative technique - experiment in the practical part. This section focuses on changing technical settings, along with changing ad buying when changing key settings as a part of the ad serving campaign. The aim of the diploma thesis is to introduce the possibilities offered by programmatic advertising within online media in the Czech Republic. It summarizes knowledge in the context of the development of electronic advertising in the application of the two online media strategies of the banking institution.