A Comprehensive Investigation of the Advancements for the Computational Advertising Research

Zihang Zhang

2024

Abstract

In the contemporary digital landscape, Computational Advertising (CA) has ascended as a pivotal paradigm, harnessing the power of data and algorithms to orchestrate highly targeted and personalized advertising campaigns. This scholarly article offers a comprehensive analysis of the current state of CA, interrogating its foundational theoretical frameworks, examining practical applications, and delineating the most recent advancements in academic research. The study underscores the amalgamation of multidisciplinary methodologies, with a particular emphasis on real-time bidding mechanisms, sophisticated personalized advertising technologies, and the strategic employment of big data analytics and user profiling for optimized ad delivery. The article critically engages with the ethical implications of CA's rapid proliferation, highlighting concerns surrounding user privacy and data security. In light of these challenges, the research proposes future directions that seek to harmonize technological innovation with the protection of consumer rights, thereby fostering the sustainable evolution of the advertising industry. Through an academic lens, this article scrutinizes the intricate interplay between technological advancements, ethical considerations, and the evolving dynamics of consumer engagement, contributing to the ongoing discourse within the field and shaping future research trajectories.

Paper Citation

in Harvard Style

Zhang Z. (2024). A Comprehensive Investigation of the Advancements for the Computational Advertising Research. In Proceedings of the 1st International Conference on E-commerce and Artificial Intelligence - Volume 1: ECAI; ISBN 978-989-758-726-9, SciTePress, pages 350-354. DOI: 10.5220/0013230400004568

in Bibtex Style

@conference{ecai24,
author={Zihang Zhang},
title={A Comprehensive Investigation of the Advancements for the Computational Advertising Research},
booktitle={Proceedings of the 1st International Conference on E-commerce and Artificial Intelligence - Volume 1: ECAI},
year={2024},
pages={350-354},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013230400004568},
isbn={978-989-758-726-9},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on E-commerce and Artificial Intelligence - Volume 1: ECAI
TI - A Comprehensive Investigation of the Advancements for the Computational Advertising Research
SN - 978-989-758-726-9
AU - Zhang Z.
PY - 2024
SP - 350
EP - 354
DO - 10.5220/0013230400004568
PB - SciTePress