A Smart Ad Display System

Li Xiao (), D. J. Wu () and Min Ding ()
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Li Xiao: School of Management, Fudan University, Shanghai 200433, People’s Republic of China
D. J. Wu: Scheller College of Business, Georgia Institute of Technology, Atlanta, Georgia 30308
Min Ding: Smeal College of Business and College of Information Sciences and Technology, The Pennsylvania State University, University Park, Pennsylvania 16802

Information Systems Research, 2024, vol. 35, issue 4, 1873-1889

Abstract: This paper proposes a smart ad display system to provide personalized delivery of video ads. The proposed system records consumers’ facial expression and eye gaze stream data as they watch an ad and analyzes data at the frame level. The recognized facial expression and detected eye gaze are matched to the corresponding frame of the video ad, thereby linking facial expressions to specific visual objects appearing in the ad. By tracking a consumer’s facial expressions in response to various visual objects in real time, the system learns the consumer’s individual preferences toward different ads, searches the ad pool, and selects and subsequently displays a new ad that is most likely to elicit positive attitudinal and behavioral responses. We demonstrate the feasibility and effectiveness of the proposed system with two empirical studies. The results show that by tracking a consumer’s facial responses to only one ad or even part of an ad, our proposed system is able to make reasonably accurate inferences about a consumer’s ad preferences, with or without using information about other consumers. These inferences are used to make personalized recommendations that help enhance consumers’ ad viewing experiences and elicit favorable responses.

Keywords: artificial intelligence; behavioral targeting; recommender system; visual object; facial expression; eye gaze; deep learning (search for similar items in EconPapers)
Date: 2024
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