Abstract
Artificial intelligence in programmatic advertising constitutes fertile grounds for marketing communication with tremendous opportunities. Yet, despite its touted benefits, contemporary implementations of programmatic advertising do not harness self-generative technologies so much so that different consumers are exposed to identical content. Consequently, we advance a smart generation system of personalized advertising copy (SGS-PAC) that can automatically personalize advertising content to align with the needs of individual consumers. Analytical results from a user experiment involving about 80 subjects underscore that personalized advertising copies generated by SGS-PAC can bolster click rate in online advertising platforms. Findings from this study bear significant implications for the application of artificial intelligence in online advertising.
Original language | English |
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Journal | Journal of Advertising |
Volume | 48 |
Issue number | 4 |
Pages (from-to) | 356-365 |
Number of pages | 10 |
ISSN | 0091-3367 |
DOIs | |
Publication status | Published - 2019 |