Purpose

Digital advertising enables retailers to rely on large volumes of data on consumers and even leverage artificial intelligence (AI) to target consumers online with personalised and context-aware advertisements. One recent example of such advertisements is programmatic advertising (PA), which is facilitated by automatic bidding systems. Given that retailers are expected to increase their use of PA in the future, further insights on the pros and cons of PA are required. This paper aims to enhance the understanding of the implications of PA use for retailers.

Design/methodology/approach

A theoretical overview is conducted that compares PA to traditional advertising, with an empirical investigation into consumer attitudes towards PA (an online survey of 189 consumers using an experimental design) and a research agenda.

Findings

Consumer attitudes towards PA are positively related to attitudes towards the retailer. Further, perceived ad relevance is positively related to attitudes towards PA, which is moderated by (1) consumer perceptions of risks related to sharing their data with retailers online and (2) consumer perceptions of AI's positive potential. Surprisingly, the disclosed use of AI for PA does not significantly influence consumer attitudes towards PA.

Originality/value

This paper contributes to the literature on technology-enabled services by empirically demonstrating that ad relevance drives consumer attitudes towards PA. This paper further examines two contingencies: risk beliefs related to data (i.e. the source of PA) and perceptions of AI (i.e. the somewhat nebulous technology associated with PA) as beneficial. A research agenda illuminates central topics to guide future research on PA in retailing.

中文翻译：

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在线零售中的程序化广告：消费者的看法和未来的途径

目的

数字广告使零售商能够依赖大量消费者数据，甚至利用人工智能 (AI) 通过个性化和情境感知广告在线定位消费者。此类广告的一个最近示例是程序化广告 (PA)，它由自动投标系统提供便利。鉴于预计零售商将在未来增加对 PA 的使用，需要进一步了解 PA 的利弊。本文旨在加深对 PA 使用对零售商的影​​响的理解。

设计/方法/方法

进行了理论概述，将 PA 与传统广告进行了比较，并对消费者对 PA 的态度进行了实证调查（使用实验设计对 189 名消费者进行的在线调查）和研究议程。

发现

消费者对 PA 的态度与对零售商的态度正相关。此外，感知到的广告相关性与对 PA 的态度呈正相关，这受到以下因素的影响：(1) 消费者对与在线零售商共享数据相关的风险感知和 (2) 消费者对人工智能积极潜力的感知。令人惊讶的是，公开的人工智能用于 PA 并没有显着影响消费者对 PA 的态度。

原创性/价值

本文通过实证证明广告相关性推动了消费者对 PA 的态度，为有关技术支持服务的文献做出了贡献。本文进一步研究了两个偶然因素：与数据相关的风险信念（即 PA 的来源）和对 AI 的看法（即与 PA 相关的有点模糊的技术）是有益的。研究议程阐明了中心主题，以指导未来对零售业 PA 的研究。