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Articles

Contextual intelligence : leveraging AI for targeted marketing

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By Johanna Björklund, Bernard Jansen, Umeå universitet, Adam Åbonde Garke
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Nyckelord: NATURVETENSKAP; NATURAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; natural language processing; large language models; information retrieval; topic modeling; marketing; advertising; media context effects; artificial intelligence; Sammanfattning: As privacy concerns increase and regulation against tracking-based advertisingtightens, contextual advertising—which targets ads based on webpage content ratherthan personal data—offers a compelling alternative.
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