How Can Intelligent Persona Systems Support Online Advertisers’ Daily Work Tasks?

Joni Salminen; Ilkka Kaate; Rami Olkkonen; Yanwu Yang; Soon Gyo Jung; Bernard J. Jansen

doi:10.1007/978-3-031-83512-4_10

How Can Intelligent Persona Systems Support Online Advertisers’ Daily Work Tasks?

Joni Salminen^*, Ilkka Kaate, Rami Olkkonen, Yanwu Yang, Soon Gyo Jung, Bernard J. Jansen

^*Corresponding author for this work

Qatar Computing Research Institute

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

This chapter discusses the role of personas—more particularly, intelligent personas—which are personas enabled by intelligent systems, in online advertising work. Through a conceptual analysis, we find that intelligent personas can contribute to all central parts of the online advertising work process, including segmentation, targeting, ad creation, account structuring, optimization, and reporting. We discuss an intelligent advertising system in which personas are a central hub for actions.

Original language	English
Title of host publication	Progress in IS
Publisher	Springer Medizin
Pages	167-181
Number of pages	15
ISBN (Electronic)	978-3-031-83512-4
ISBN (Print)	978-3-031-83511-7, 978-3-031-83514-8
DOIs	https://doi.org/10.1007/978-3-031-83512-4_10
Publication status	Published - 14 Mar 2025

Publication series

Name	Progress in IS
Volume	Part F820
ISSN (Print)	2196-8705
ISSN (Electronic)	2196-8713

Access to Document

10.1007/978-3-031-83512-4_10

Cite this

@inbook{ef8bbb99f7a94bf998e79fbcdb337e20,

title = "How Can Intelligent Persona Systems Support Online Advertisers{\textquoteright} Daily Work Tasks?",

abstract = "This chapter discusses the role of personas—more particularly, intelligent personas—which are personas enabled by intelligent systems, in online advertising work. Through a conceptual analysis, we find that intelligent personas can contribute to all central parts of the online advertising work process, including segmentation, targeting, ad creation, account structuring, optimization, and reporting. We discuss an intelligent advertising system in which personas are a central hub for actions.",

author = "Joni Salminen and Ilkka Kaate and Rami Olkkonen and Yanwu Yang and Jung, \{Soon Gyo\} and Jansen, \{Bernard J.\}",

note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.",

year = "2025",

month = mar,

day = "14",

doi = "10.1007/978-3-031-83512-4\_10",

language = "English",

isbn = "978-3-031-83511-7",

series = "Progress in IS",

publisher = "Springer Medizin",

pages = "167--181",