论文标题
AI驱动的上下文广告：技术报告和含义分析
AI-Driven Contextual Advertising: A Technology Report and Implication Analysis
论文作者
论文摘要
程序化广告包括自动拍卖数字广告空间。每当用户请求网页时，该页面上的占位符都会带有来自最高的广告商的广告。投标通常基于有关用户的信息，并在越来越多的范围内基于有关周围媒体上下文的信息。对上下文广告的兴趣日益增长，部分反应反应当前对个人数据的依赖，这从法律和道德的角度来看是有问题的。人工智能（AI）的发展进一步加速了过渡，从而可以深入了解上下文的语义理解，并扩展到更有效的广告位置。在本文中，我们首先要确定以前研究中已显示的上下文因素，以积极影响收到广告的收到的方式。然后，我们继续讨论AI在上下文广告中的应用程序，在该广告中，它增加了价值，例如，提取有关媒体上下文的高级信息并优化了投标策略。但是，不受组织的检查，这些新实践可能会导致不公平的广告交付和对上下文的操纵使用。我们在含义分析中为消费者，出版商和广告商总结了这些问题和其他问题。
Programmatic advertising consists in automated auctioning of digital ad space. Every time a user requests a web page, placeholders on the page are populated with ads from the highest-bidding advertisers. The bids are typically based on information about the user, and to an increasing extent, on information about the surrounding media context. The growing interest in contextual advertising is in part a counterreaction to the current dependency on personal data, which is problematic from legal and ethical standpoints. The transition is further accelerated by developments in Artificial Intelligence (AI), which allow for a deeper semantic understanding of context and, by extension, more effective ad placement. In this article, we begin by identifying context factors that have been shown in previous research to positively influence how ads are received. We then continue to discuss applications of AI in contextual advertising, where it adds value by, e.g., extracting high-level information about media context and optimising bidding strategies. However, left unchecked, these new practices can lead to unfair ad delivery and manipulative use of context. We summarize these and other concerns for consumers, publishers and advertisers in an implication analysis.
