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A Marketing Perspective on the Roles of AI and ML in Shaping Contemporary Programmatic Advertising
Abstract
Artificial intelligence (AI) and machine learning (ML) have revolutionized programmatic advertising by enhancing precision targeting, operational efficiency, and consumer engagement. This systematic literature review uses the PRISMA framework to synthesize recent advancements, emphasizing personalization and real-time optimization while addressing challenges such as algorithmic bias, privacy concerns, and ethical considerations. Findings reveal that AI-driven advertising significantly improves campaign effectiveness, though its implementation requires careful management to mitigate cultural and data biases. The study identifies key ethical frameworks and consumer transparency gaps, proposing future research directions in AI-integrated creativity, privacy, ethics, and consumer trust dynamics. These insights contribute to developing sustainable and responsible programmatic advertising ecosystems, aligning technological innovation with ethical and cultural sensitivity.
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