Artificial Intelligence in Digital Advertising: Overview of industry 4.0 features adopted in advertising and their impact on the value chain

Malgorzata Izabela Jablonska

Master's thesis

Anotácia:

The main purpose of this dissertation is to understand what type of Artificial Intelligence solutions have been implemented in the digital advertising and how those innovations influenced the industry’s ecosystem. In order to reach this goal a solid literature review was performed and an empirical research has been developed by interviewing a sample of representatives from different stages of the value chain.

Abstract:

The main purpose of this dissertation is to understand what type of Artificial Intelligence solutions have been implemented in the digital advertising and how those innovations influenced the industry’s ecosystem. In order to reach this goal a solid literature review was performed and an empirical research has been developed by interviewing a sample of representatives from different stages of the value chain.

Kľúčové slová

digital advertising, artificial intelligence, AI

Keywords

Artificial Intelligence, Digital Advertising, AI in Digital Advertising

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 27. 4. 2017

Obhajoba závěrečné práce

• Obhajoba proběhla 15. 6. 2018
• Vedúci: Ladislav Tyll
• Oponent: Ondřej Machek

Vysoká škola ekonomická v Praze

Master programme / odbor:
Ekonomika a management / International Management