A Survey on Digital Advertising Strategies in the Modern Internet Era with Artificial Intelligence Techniques
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Digital advertising is a vital element of online marketing, and businesses now have the means to create personalized, measurable advertising strategies with a data-driven approach. The digital advertising world has been reshaped by Artificial Intelligence (AI) with enhanced audience targeting, optimization of campaigns, real-time decision-making, content creation, and recommendation systems. This survey is a thorough overview of how digital advertising is used in the modern-day Internet and what strategies and methods are used in the context of AI. It also covers audience segmentation, personalization, programmatic advertising, metrics for measurement, and key advertising strategies, consumer perception, AI optimization techniques and generative and predictive AI. The survey also analyzes the current literature to uncover research trends, challenges and emerging topics, such as data privacy, algorithmic bias, explainability, ad fraud and scalability. It also identifies current research opportunities and explores the significance of ethical and trustworthy use of Artificial Intelligence (AI) in digital advertising. AI has the potential to revolutionize advertising efficiency, personalization, campaign performance, customer interaction and ROI, and a robust ethical and privacy-protective framework is needed to construct intelligent advertising systems of the future.
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