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The Role of Artificial Intelligence in Enhancing Ad Personalization: A Study on Programmatic Advertising

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  • Ankush Singhal

Abstract

This study examines the impact of artificial intelligence (AI) on ad personalization within the realm of programmatic advertising, exploring how AI-driven techniques optimize targeting and engagement. By leveraging AI algorithms, programmatic advertising systems can analyze vast datasets to deliver highly personalized ad experiences tailored to individual users. The research delves into the mechanisms by which AI enhances personalization, from predictive analytics to real-time data processing, and assesses the implications for both advertisers and consumers. Our findings indicate that AI-powered personalization not only increases ad relevance but also improves user satisfaction, engagement, and conversion rates. However, ethical considerations, such as data privacy and transparency, remain critical. This study provides a comprehensive overview of AI’s role in programmatic advertising, addressing both technological advancements and ethical challenges, with recommendations for future research and industry practices.

Suggested Citation

  • Ankush Singhal, 2024. "The Role of Artificial Intelligence in Enhancing Ad Personalization: A Study on Programmatic Advertising," Journal of Artificial Intelligence General science (JAIGS) ISSN:3006-4023, Open Knowledge, vol. 3(1), pages 431-445.
    • Handle: RePEc:das:njaigs:v:3:y:2024:i:1:p:431-445:id:246
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    References listed on IDEAS

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    1. Dimitris C. Gkikas & Prokopis K. Theodoridis, 2019. "Artificial Intelligence (AI) Impact on Digital Marketing Research," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 1251-1259, Springer.
    2. Christina McDowell Marinchak & Edward Forrest & Bogdan Hoanca, 2018. "Artificial Intelligence: Redefining Marketing Management and the Customer Experience," International Journal of E-Entrepreneurship and Innovation (IJEEI), IGI Global Scientific Publishing, vol. 8(2), pages 14-24, July.
    3. Toorajipour, Reza & Sohrabpour, Vahid & Nazarpour, Ali & Oghazi, Pejvak & Fischl, Maria, 2021. "Artificial intelligence in supply chain management: A systematic literature review," Journal of Business Research, Elsevier, vol. 122(C), pages 502-517.
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    1. Stefan Adrian Susanu & Gianita Bleoju & Alexandros Theodoros Petropoulos & Alina Matric, 2025. "Artificial Intelligence Applications for Marketing," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 109-119.

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