Dissertation Proposal: Artificial Intelligence and Machine Learning in Digital Advertising

This dissertation proposal is a working document that helps you clarify your focus,
objectives, academic literature, methods and timetable.
2 Dissertation Topic
What will be the overarching area of study for your dissertation? Please remember
that this can be modified as your work progresses. Maximum 15 words.
The use of artificial intelligence and machine learning in digital advertising
3 Objectives
What are the three major specific objectives of your project? This will frame the
scope of your project.
For example, what do you hope to explore, discover, prove or solve? Maximum 50
words.
• Explore the various AI technologies used today in digital advertising
• Evaluation and explanation of the use of AI in programmatic advertising
(automated buying and selling of online advertising)
• Evaluation of Speech / Text Recognition in digital advertising
4 Proposed Contribution
Will your dissertation contribute to theory, practice or both? How? Maximum 100
words.
Practice and theory
5 Rationale
Machine Learning and Artificial Intelligence have been one of the most accepted
technology that is present in today's society. In today's society, AI and ML have been
finding its usage in the different business sector. Marketing is one of the prime
industry that has been using these technologies. Usage of AI has been acting
necessary in performing predictive analysis. Predictive analysis has been one of the
primary department of marketing. Machine learning has also been affecting digital
marketing processing. With the proper implementation of a blend of AI and ML, it is
expected that digital marketing strategies will be getting enhanced.
6 Proposed Methodology
Secondary methodology will be used in the process of data collection and data
analysis. In this case, data will be collected from peer-reviewed journals and articles.
The very first step that will be performed is establishment of research question and
hence wise tracing the data location will be performed. Proper gathering of the
sources that might be used in the process of data collection will be performed in this
section. After the selection of the data set the central aspect that is to be considered
will be data evaluation. Hence wise the data that will be collected will be analysed as
well. Both qualitative and quantitative data collection and analysis will be performed.
Initially, qualitative data analysis will be performed. After performing quantitative
data analysis, a proper understanding of the concept will be made. With adequate
performing of the quantitative data collection, analytical data will be collected and
analysed. This will act as a base for future research work in quantitative analysis.