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

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annif.suggestionssocial media|artificial intelligence|persona|human-machine systems|user study|marketing|machine learning|customer orientation|advertising|target groups|enen
annif.suggestions.linkshttp://www.yso.fi/onto/yso/p20774|http://www.yso.fi/onto/yso/p2616|http://www.yso.fi/onto/yso/p7199|http://www.yso.fi/onto/yso/p6680|http://www.yso.fi/onto/yso/p11513|http://www.yso.fi/onto/yso/p5878|http://www.yso.fi/onto/yso/p21846|http://www.yso.fi/onto/yso/p7613|http://www.yso.fi/onto/yso/p1232|http://www.yso.fi/onto/yso/p18822en
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.departmentfi=Ei tutkimusalustaa|en=No platform|-
dc.contributor.editorCoursaris, Constantinos K.
dc.contributor.editorBeringer, Joerg
dc.contributor.editorLéger, Pierre-Majorique
dc.contributor.editorÖz, Burak
dc.contributor.facultyfi=Markkinoinnin ja viestinnän yksikkö|en=School of Marketing and Communication|-
dc.contributor.orcidhttps://orcid.org/0000-0003-3230-0561-
dc.contributor.organizationfi=Vaasan yliopisto|en=University of Vaasa|
dc.date.accessioned2025-08-04T10:16:00Z
dc.date.accessioned2025-08-15T07:31:58Z
dc.date.issued2025-03-14
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.notification©2025 Springer. This is a post-peer-review, pre-copyedit version of an article published in The Design of Human-Centered Artificial Intelligence for the Workplace. The final authenticated version is available online at: https://doi.org/10.1007/978-3-031-83512-4_10-
dc.description.reviewstatusfi=vertaisarvioitu|en=peerReviewed|-
dc.embargo.lift2026-03-14
dc.embargo.terms2026-03-14
dc.format.bitstreamtrue
dc.format.contentfi=kokoteksti|en=fulltext|-
dc.format.extent15-
dc.identifier.isbn978-3-031-83512-4
dc.identifier.olddbid24255
dc.identifier.oldhandle10024/19978
dc.identifier.urihttps://osuva.uwasa.fi/handle/11111/18844
dc.identifier.urnURN:NBN:fi-fe2025080480828-
dc.language.isoeng-
dc.publisherSpringer-
dc.relation.doi10.1007/978-3-031-83512-4_10-
dc.relation.isbn978-3-031-83511-7
dc.relation.ispartofThe Design of Human-Centered Artificial Intelligence for the Workplace-
dc.relation.ispartofseriesProgress in IS-
dc.relation.issn2196-8713-
dc.relation.issn2196-8705-
dc.relation.urlhttps://doi.org/10.1007/978-3-031-83512-4_10-
dc.source.identifierhttps://osuva.uwasa.fi/handle/10024/19978
dc.subject.disciplinefi=Markkinointi|en=Marketing|-
dc.titleHow Can Intelligent Persona Systems Support Online Advertisers’ Daily Work Tasks?-
dc.type.okmfi=A3 Kirjan tai muun kokoomateoksen osa|en=A3 Peer-reviewed book section|sv=A3 Del av bok eller annat samlingsverk|-
dc.type.publicationbookPart-
dc.type.versionacceptedVersion-

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