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Targeting Mechanism and Data Mining : = An Exploratory Study Identifying Challenges and Solutions to Programmatic Advertising in Relation to Human Rights, Social Justice, and Ethics in Digital Media.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Targeting Mechanism and Data Mining :/
Reminder of title:	An Exploratory Study Identifying Challenges and Solutions to Programmatic Advertising in Relation to Human Rights, Social Justice, and Ethics in Digital Media.
Author:	Alghamdi, Mansour.
Description:	1 online resource (180 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 83-02, Section: B.
Contained By:	Dissertations Abstracts International83-02B.
Subject:	Information technology. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28646518click for full text (PQDT)
ISBN:	9798534691450

Targeting Mechanism and Data Mining : = An Exploratory Study Identifying Challenges and Solutions to Programmatic Advertising in Relation to Human Rights, Social Justice, and Ethics in Digital Media.
Alghamdi, Mansour.

Targeting Mechanism and Data Mining :An Exploratory Study Identifying Challenges and Solutions to Programmatic Advertising in Relation to Human Rights, Social Justice, and Ethics in Digital Media. - 1 online resource (180 pages)

Source: Dissertations Abstracts International, Volume: 83-02, Section: B.

Thesis (Ed.D.)--Pepperdine University, 2020.

Includes bibliographical references

The current marketing landscape relies heavily on programmatic advertising (PA). However, the social, political, economic, legal, intercultural, and technical (SPELIT) environment analysis of the advertising industry revealed that the mechanism of programmatic advertising is problematic for business and society. This research study used grounded theory to ascertain the top five challenges of programmatic advertising (PA) by surveying a group of administrators in the digital advertising industry and then surveying another group of the industry experts to address possible solutions to these challenges. The key findings of this study showed 5 top challenges identified by the industry administrators as: (a) excessive AD fraud, (b) lack of data security, (c) consumer privacy, (d) inefficient targeting, and (e) digital AD expenditure. Additionally, the study showed the most effective solutions to deal with these challenges, identified in the current study, such as: (a) targeting and data collection transparency, (b) real-time campaign performance metrics, (c) blockchain and artificial intelligence to combat bot data manipulation, (d) artificial intelligence and machine learning for targeting, and (e) research platforms and algorithms. The study concluded that the targeting mechanism of PA is the root cause behind the top 5 challenges in PA and the possible solutions proposed by the experts for improving programmatic advertising include (a) promoting transparency of data mining and targeting in programmatic advertising and (b) adopting technologies like AI and blockchain.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798534691450Subjects--Topical Terms:

532993
Information technology.
Subjects--Index Terms:

Artificial intelligence (AI)Index Terms--Genre/Form:

542853
Electronic books.

Targeting Mechanism and Data Mining : = An Exploratory Study Identifying Challenges and Solutions to Programmatic Advertising in Relation to Human Rights, Social Justice, and Ethics in Digital Media.
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504 $a Includes bibliographical references
520 $a The current marketing landscape relies heavily on programmatic advertising (PA). However, the social, political, economic, legal, intercultural, and technical (SPELIT) environment analysis of the advertising industry revealed that the mechanism of programmatic advertising is problematic for business and society. This research study used grounded theory to ascertain the top five challenges of programmatic advertising (PA) by surveying a group of administrators in the digital advertising industry and then surveying another group of the industry experts to address possible solutions to these challenges. The key findings of this study showed 5 top challenges identified by the industry administrators as: (a) excessive AD fraud, (b) lack of data security, (c) consumer privacy, (d) inefficient targeting, and (e) digital AD expenditure. Additionally, the study showed the most effective solutions to deal with these challenges, identified in the current study, such as: (a) targeting and data collection transparency, (b) real-time campaign performance metrics, (c) blockchain and artificial intelligence to combat bot data manipulation, (d) artificial intelligence and machine learning for targeting, and (e) research platforms and algorithms. The study concluded that the targeting mechanism of PA is the root cause behind the top 5 challenges in PA and the possible solutions proposed by the experts for improving programmatic advertising include (a) promoting transparency of data mining and targeting in programmatic advertising and (b) adopting technologies like AI and blockchain.
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