How Can Intelligent Persona Features Support Online Advertising Work?

Ilkka Kaate; Joni Salminen; Soon-Gyo Jung; Rami Olkkonen; Bernard James Jansen

How Can Intelligent Persona Features Support Online Advertising Work?

Ilkka Kaate, Joni Salminen, Soon-Gyo Jung, Rami Olkkonen, Bernard James Jansen

Qatar Computing Research Institute

Research output: Contribution to conference › Paper › peer-review

Abstract

The concept of “Intelligent Personas” or “AI personas” presented here builds on extant research on data driven personas and interactive persona systems. With this conceptualization, we particularly focus on outlining a vision for an intelligent end-to-end advertising system that supports human marketers’ decision making by deploying data-driven personas throughout the stages of the online advertising process. We start by defining the relevant concepts, continue by discussing intelligent personas for online advertising, and conclude by proposing research directions that need to be addressed in order to realize the value of personas in such a system, as well as discussing its potential value for the digital marketing profession.

Original language	English
Publication status	Published - Apr 2023
Event	ACHI 2023 : The Sixteenth International Conference on Advances in Computer-Human Interactions - , Italy Duration: 24 Apr 2023 → 28 Apr 2023

Conference

Conference	ACHI 2023 : The Sixteenth International Conference on Advances in Computer-Human Interactions
Country/Territory	Italy
Period	24/04/23 → 28/04/23

Access to Document

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=uuFcUHgAAAAJ&cstart=100&pagesize=100&citation_for_view=uuFcUHgAAAAJ:uc_IGeMz5qoC

Cite this

Kaate, I., Salminen, J., Jung, S.-G., Olkkonen, R., & Jansen, B. J. (2023). How Can Intelligent Persona Features Support Online Advertising Work?. Paper presented at ACHI 2023 : The Sixteenth International Conference on Advances in Computer-Human Interactions, Italy. https://scholar.google.com/citations?view_op=view_citation&hl=en&user=uuFcUHgAAAAJ&cstart=100&pagesize=100&citation_for_view=uuFcUHgAAAAJ:uc_IGeMz5qoC

@conference{bd223e73342d4f7aa0bd880a272cbddc,

title = "How Can Intelligent Persona Features Support Online Advertising Work?",

abstract = "The concept of “Intelligent Personas” or “AI personas” presented here builds on extant research on data driven personas and interactive persona systems. With this conceptualization, we particularly focus on outlining a vision for an intelligent end-to-end advertising system that supports human marketers{\textquoteright} decision making by deploying data-driven personas throughout the stages of the online advertising process. We start by defining the relevant concepts, continue by discussing intelligent personas for online advertising, and conclude by proposing research directions that need to be addressed in order to realize the value of personas in such a system, as well as discussing its potential value for the digital marketing profession.",

author = "Ilkka Kaate and Joni Salminen and Soon-Gyo Jung and Rami Olkkonen and Jansen, {Bernard James}",

year = "2023",

month = apr,

language = "English",

note = "ACHI 2023 : The Sixteenth International Conference on Advances in Computer-Human Interactions ; Conference date: 24-04-2023 Through 28-04-2023",