Artificial Intelligence as the New Realm for Online Advertising

Tahoun, Nouran; Taher, Ahmed

doi:10.31124/advance.15139863.v1

Preprints are early versions of research articles that have not been peer reviewed. They should not be regarded as conclusive and should not be reported in news media as established information.

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Artificial Intelligence as the New Realm for Online Advertising

preprint

posted on 2021-08-16, 16:39 authored by Nouran Tahoun, Ahmed TaherAhmed Taher

This study explores the utilization of Artificial Intelligence (AI) in the online advertising process and the impact of using AI in each stage on overall perceived effectiveness. It also provides a better understanding of the magnitude of using AI in the four stages of advertising online: namely, consumer insights, ad creation, media planning and buying, and ad evaluation. The Process model of AI utilization in online advertising is the study's conceptual model developed based on the literature. An online survey is conducted with digital advertisers worldwide from both agency and client-side. The findings showed that AI is emerging progressively in the four stages of the data-driven online advertising process. Moreover, it showed a significant relationship between AI utilization in each stage and the following one. Using AI in each advertising stage promotes the perceived effectiveness of the overall online ad process.

Funding

No funding received.

History

Declaration of conflicts of interest

Authors decalre they have no conflict of interest

Corresponding author email

ataher@aucegypt.edu

Lead author country

Egypt

Lead author job role

Higher Education Researcher

Lead author institution

The American University in Cairo

Human Participants

Yes

Ethics statement

All research procedures and questionnaires were approved by the AUC IRB and the local CAPMAS authority. Informed consent was required for all participants.