Assessing the intersection of artificial intelligence and digital advertising

Abstract

The advancements in artificial intelligence are among the factors influencing the components of various topics within the marketing and advertising industry. The usability of artificial intelligence and related technologies in sub-contexts within the scope of digital advertising generates the opportunity for various research questions. This study aims to conclude the future of the subjects based on assessing intersections between digital advertising and artificial intelligence. Following the purpose of the study, a literature review has been used, and three main intersection points in the field of AI and digital advertising are included. Three main section points concluded in the study refer to AI's contribution to analytics and decision making, advertising content production with the help of AI, and implementation of digital advertising with the help of AI, advertising measurement and optimization. Solutions and recommendations, and future research directions are also presented in the study.