The invention relates to a method for the controlled operation of an industrial oven which is heated in a regenerative manner and which comprises an oven chamber, in particular a melting tank, in particular for glass, having the following steps: injecting fuel into the oven chamber via at least one fuel injector, which is designed to inject fuel, practically without combustion air in particular, conducting combustion air to the oven chamber in a first period duration and conducting exhaust gas (AG) out of the oven chamber in a second period duration separately from the fuel in a periodically alternating manner by means of a left regenerator and right regenerator which are associated with the at least one fuel injector and which are designed to regeneratively store heat from the exhaust gas and transmit heat to the combustion air. A supply of the combustion air is automatically controlled by means of a control loop. The control loop takes into account an excess air coefficient that is specified in the method as well as the location of the entrance of the excess air upstream, in, or downstream of the air-side regenerator. A corresponding control device and an industrial oven which comprises such a control device and which is heated in a regenerative manner are likewise claimed.