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

Tietueen suppeat tiedot
dc.contributor.authorSalminen, Joni
dc.contributor.authorKaate, Ilkka
dc.contributor.authorOlkkonen, Rami
dc.contributor.authorYang, Yanwu
dc.contributor.authorJung, Soon-Gyo
dc.contributor.authorJansen, Bernard J.
dc.contributor.organizationfi=markkinointi|en=Marketing|
dc.contributor.organization-code1.2.246.10.2458963.20.50826905346
dc.converis.publication-id500235650
dc.converis.urlhttps://research.utu.fi/converis/portal/Publication/500235650
dc.date.accessioned2026-01-21T15:05:25Z
dc.date.available2026-01-21T15:05:25Z
dc.description.abstractThis 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.
dc.description.edition1
dc.embargo.lift2026-03-14
dc.format.pagerange167
dc.format.pagerange181
dc.identifier.eisbn978-3-031-83512-4
dc.identifier.isbn978-3-031-83511-7
dc.identifier.olddbid214082
dc.identifier.oldhandle10024/197100
dc.identifier.urihttps://www.utupub.fi/handle/11111/56367
dc.identifier.urlhttps://doi.org/10.1007/978-3-031-83512-4_10
dc.identifier.urnURN:NBN:fi-fe202601216446
dc.language.isoen
dc.okm.affiliatedauthorKaate, Ilkka
dc.okm.affiliatedauthorOlkkonen, Rami
dc.okm.discipline512 Business and managementen_GB
dc.okm.discipline512 Liiketaloustiedefi_FI
dc.okm.internationalcopublicationinternational co-publication
dc.okm.internationalityInternational publication
dc.okm.typeA3 Book
dc.publisherSpringer
dc.publisher.countrySwitzerlanden_GB
dc.publisher.countrySveitsifi_FI
dc.publisher.country-codeCH
dc.publisher.isbn978-81-322;978-3-540;978-3-642;978-3-662;978-3-7908;978-3-8274;978-3-8347;978-90-481;978-94-007;978-94-009;978-94-010;978-94-011;978-94-015;978-94-017;978-94-024;978-0-387;978-0-8176;978-1-4419;978-1-4612;978-1-4613;978-1-4614;978-1-4615;978-1-4684;978-1-4757;978-1-4899;978-1-4939;978-1-5041;978-3-319;978-1-4020;978-0-85729;978-1-4471;978-1-84628;978-1-84800;978-1-84882;978-1-84996;978-1-85233;978-3-211;978-3-7091;978-4-431;978-3-322;978-3-409;978-3-531;978-3-658;978-3-663;978-3-8100;978-981-287;978-981-10;978-981-13;978-3-030;978-981-32;978-981-15;978-981-16;978-981-329;978-981-334;978-981-336;978-3-031;978-981-19;
dc.relation.doi10.1007/978-3-031-83512-4_10
dc.relation.ispartofseriesProgress in IS
dc.source.identifierhttps://www.utupub.fi/handle/10024/197100
dc.titleHow Can Intelligent Persona Systems Support Online Advertisers’ Daily Work Tasks?
dc.title.bookThe Design of Human-Centered Artificial Intelligence for the Workplace
dc.year.issued2025

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