A method for optimizing online advertisement that is booked via a communication network in a system for realtime booking of online advertisement in the communication network on a particular network page, at a particular time, in association with a particular search term and/or as a particular type of online advertisement and is presented to online users on clients connected to the communication network, characterized in that - a server (30; 10b) that is connected to the communication network automatically scans a broadcast radio program running on at least one station and evaluates the broadcast radio program for the purpose of recognizing the content of the broadcast radio program in terms of advertising blocks, - wherein fingerprints of said broadcast radio program contents in terms of advertising blocks and additional information related to the advertising blocks are stored in a database to which the server (30; 10b) has access to, wherein the additional information comprises + details to the advertised product, + details relating to the purchaser of an advertising block, and/or + details about the target group for the broadcast radio program content, - wherein the server (30; 10b) compares a digital fingerprint of the audio contents of the scanned broadcast radio program with fingerprints of the audio contents of the advertising blocks stored in the database for recognizing the content of the broadcast readio program and wherein in the event of a match it is assumed that the content of the scanned broadcast radio program corresponds to the broadcast radio program content from the database with which a match has been established, and - wherein the server (30; 10b) optimizes the content and the placement of the online advertisement on the basis of the result of the evaluation of the broadcast radio program, based on the recognized advertising block, and based on details relating to the advertised product and/or details relating to the purchaser of an advertising block and details about a target group, by ascertaining an optimal network page, an optimal time, an optimal search term with which the online advertisement is intended to be associated, and/or an optimal type of online advertisement for presenting the online advertisement on clients, and by presenting the online advertisement only to online users whose user profiles have recently been able to be associated with particular target groups, such that the online advertisement ensures a higher conversion rate among these online user compared to online advertisement without optimization. - a server (30; 10b) that is connected to the communication network automatically scans a broadcast radio program running on at least one station and evaluates the broadcast radio program for the purpose of recognizing the content of the broadcast radio program in terms of advertising blocks, - wherein fingerprints of said broadcast radio program contents in terms of advertising blocks and additional information related to the advertising blocks are stored in a database to which the server (30; 10b) has access to, wherein the additional information comprises + details to the advertised product, + details relating to the purchaser of an advertising block, and/or + details about the target group for the broadcast radio program content, + details to the advertised product, + details relating to the purchaser of an advertising block, and/or + details about the target group for the broadcast radio program content, - wherein the server (30; 10b) compares a digital fingerprint of the audio contents of the scanned broadcast radio program with fingerprints of the audio contents of the advertising blocks stored in the database for recognizing the content of the broadcast readio program and wherein in the event of a match it is assumed that the content of the scanned broadcast radio program corresponds to the broadcast radio program content from the database with which a match has been established, and - wherein the server (30; 10b) optimizes the content and the placement of the online advertisement on the basis of the result of the evaluation of the broadcast radio program, based on the recognized advertising block, and based on details relating to the advertised product and/or details relating to the purchaser of an advertising block and details about a target group, by ascertaining an optimal network page, an optimal time, an optimal search term with which the online advertisement is intended to be associated, and/or an optimal type of online advertisement for presenting the online advertisement on clients, and by presenting the online advertisement only to online users whose user profiles have recently been able to be associated with particular target groups, such that the online advertisement ensures a higher conversion rate among these online user compared to online advertisement without optimization.