Machine Learning Optimization in Computational Advertising—A Systematic Literature Review

Truong, Vinh; Hoang, Vinh Truong

doi:10.1007/978-3-031-04028-3_8

Cited by 3 publications

(2 citation statements)

References 27 publications

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“…Machine learning plays a crucial role in digital marketing since its algorithms are used to optimize the selection and placement of ads in front of users (Truong, 2022). This is also known as ad targeting.…”

Section: Background: Principles Of Persuasion For Digital Marketingmentioning

confidence: 99%

“…These models can then be used to predict the probability that a given user will click on a particular ad and to adjust the selection and placement of ads in real time to maximize engagement. This gives businesses the opportunity to showcase their products and services on a more personalized level (Truong, 2022).…”

Section: Background: Principles Of Persuasion For Digital Marketingmentioning

confidence: 99%

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Developing Persuasive Systems for Marketing: The interplay of persuasion techniques, customer traits and persuasive message design.

Braca

Dondio

2023

Preprint

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This paper presents a comprehensive review of persuasion techniques and their applications in the context of designing persuasive communication systems for marketing purposes. The study provides a condensed taxonomy of techniques and offer examples to guide the development of effective persuasive messages. Furthermore, the paper explores how attitudes, personality traits, and emotions can be leveraged as input data in predictive models, including machine learning approaches. The study's findings offer valuable insights for the design and implementation of persuasive communication systems across diverse contexts, including marketing and advertising, public health campaigns, and political messaging. This paper has the potential to serve as a valuable resource for both researchers and practitioners seeking to enhance their understanding of the science of persuasion, as it synthesizes existing literature and provides practical examples. In this way, the paper contributes to the field of persuasion research and practice, serving as a valuable tool for those seeking to expedite and deepen their knowledge of persuasive communication.

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Section: Background: Principles Of Persuasion For Digital Marketingmentioning

confidence: 99%

Section: Background: Principles Of Persuasion For Digital Marketingmentioning

confidence: 99%

Developing Persuasive Systems for Marketing: The interplay of persuasion techniques, customer traits and persuasive message design.

Braca

Dondio

2023

Preprint

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$$\alpha $$-Based Similarity Metric in Computational Advertizing: A New Approach to Audience Extension

Pattnaik,

Pinsky

2023

Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering

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Developing persuasive systems for marketing: the interplay of persuasion techniques, customer traits and persuasive message design

Braca,

Dondio

2023

Ital. J. Mark.

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This paper presents a comprehensive review of persuasion techniques and their applications in the context of designing persuasive communication systems for marketing purposes. The study provides a condensed taxonomy of techniques and offers examples to guide the development of effective persuasive messages. Furthermore, the paper explores how attitudes, personality traits, and emotions can be leveraged as input data in predictive models, including machine learning approaches. The study’s findings offer valuable insights for the design and implementation of persuasive communication systems across diverse contexts, including marketing and advertising, public health campaigns, and political messaging. This paper has the potential to serve as a valuable resource for both researchers and practitioners seeking to enhance their understanding of the science of persuasion, as it synthesizes existing literature and provides practical examples. In this way, the paper contributes to the field of persuasion research and practice, serving as a valuable tool for those seeking to expedite and deepen their knowledge of persuasive communication.

show abstract

Machine Learning Optimization in Computational Advertising—A Systematic Literature Review

Cited by 3 publications

References 27 publications

Developing Persuasive Systems for Marketing: The interplay of persuasion techniques, customer traits and persuasive message design.

Developing Persuasive Systems for Marketing: The interplay of persuasion techniques, customer traits and persuasive message design.

$$\alpha $$-Based Similarity Metric in Computational Advertizing: A New Approach to Audience Extension

Developing persuasive systems for marketing: the interplay of persuasion techniques, customer traits and persuasive message design

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