Sökning: "programmatic advertising"

Visar resultat 1 - 5 av 10 uppsatser innehållade orden programmatic advertising.

  1. 1. Programmatic Advertising : Effective marketing strategy or invasion of privacy - A study of consumer attitudes towards Programmatic Advertising

    Kandidat-uppsats, Södertörns högskola/Företagsekonomi

    Författare :Endi Bolkvadze; Rebecka Ekblad; [2022]
    Nyckelord :Online marketing; Programmatic Advertising; Personalization; The Personalization-privacy paradox; The privacy calculus theory; The utility maximization theory; Personalized ads;

    Sammanfattning : Digital marketing is constantly adapting and evolving in line with technological advances. One of these advances is the digitalization, which has given rise to Programmatic Advertising (PA). In order to practice PA, the companies need to collect data about consumers' preferences and personal interests. LÄS MER

  3. 2. Programmatic Advertising’s Effect on Consumer : Artificial Intelligence Technologies in Advertising and Marketing on Consumers Decision Making

    Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Hilal Ahmad; Sepehr Mokarram; [2021]
    Nyckelord :Consumer Decision Making; Programmatic Advertising; Tailored Advertisements;

    Sammanfattning : Background:  With the ever-growing advancement of technology and the implementation of new groundbreaking technology in our day-to-day lives, a path of curiosity was opened that attracted attention. Just how much does the use of artificial intelligence (AI) affect consumer behavior and how much do consumers trust AI. LÄS MER

  4. 3. AI in Marketing – Curse or Blessing? : Impacts of Programmatic Advertising and Personalized Content on Society

    Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Författare :Christopher Klee; [2021]
    Nyckelord :programmatic advertising; personalization; ethics; digital marketing; artificial intelligence; big data; privacy; filter bubble; diversity of opinion; automation; real-time bidding; machine learning.;

    Sammanfattning : With the help of Programmatic Advertising and the resulting personalized content, consumers can be targeted precisely and with the help of Artificial Intelligence. The associated use of customer data creates ethical conflicts. LÄS MER

  5. 4. Estimating Prediction Intervals with Machine Learning and Monte Carlo Methods in Online Advertising

    Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Författare :Emil Häglund; [2020]
    Nyckelord :;

    Sammanfattning : Online advertising presents a complex environment. The vast amount of available websites, platforms and formats as well as the trend of programmatic adpurchasing makes assessing a proposed advertisement in terms of cost and expected return challenging. LÄS MER

  7. 5. Managing Programmatic Advertising Using Machine Learning

    Uppsats för yrkesexamina på avancerad nivå, Lunds universitet/Institutionen för datavetenskap

    Författare :Carl Dahl; Pontus Ericsson; [2019]
    Nyckelord :Technology and Engineering;

    Sammanfattning : .... LÄS MER