IoT-based Targeted Advertising

Khalil, Gehan Abdel Alim; Qutp, Mysoon Mohamed; Nada, May Ali

doi:10.21608/jdsaa.2023.188978.1251

IoT-based Targeted Advertising

Document Type : Original Article

Authors

¹ Faculty of Applied Arts, Advertising department, Helwan University, Cairo

² Department of Advertising, Faculty of Applied Arts, Helwan University, Cairo, Egypt

³ Associate Professor & Program Manager of Faculty of Art and Design, King Salman International University, Sharm El Sheikh, Egypt.

10.21608/jdsaa.2023.188978.1251

Abstract

ABSTRACT:
Technological developments always impact and contribute to the development of advertising theory and practice. The Internet of Things (IoT) is one of the latest and most important technologies that have an impact on advertising, as it provides huge and updated data of its users. The development of Big Data, Data Analytics and using Behavioral Science led to the emergence of the concept: Internet of Behavior (IoB), which is an extension of the Internet of Things. This research aims to study the impact of Internet of Things and the Internet of behavior -extended from the Internet of Things- on advertising, and how IoT/IoB can be applied to raise efficiency and develop strategies of advertising. The research also explores the most important challenges facing the application of Internet of Things and Internet of Behaviors in advertising. To achieve the research aims, the used methodology relies on the descriptive, analytical, deductive approach by studying the concepts of the Internet of Things, the Internet of Behavior, and targeted advertising, as well as studying various examples for different applications of the Internet of things and the Internet of behavior in advertising: its application, its purpose, and its impact. The results indicate that the application IoT and IoB in advertising paves the way for a future advertising environment with superior deep knowledge and ability to connect with everything. The importance of the research lies in keeping pace with the various technological developments and its important role in the development of advertising theoretically and practically.

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