Emerging Trends And Technologies In Digital Advertising: A Systematic Review And Future Directions

Abstract

The digital advertising landscape is undergoing a profound transformation driven by emerging technologies and evolving consumer behaviors. This study explores key trends, including artificial intelligence (AI), machine learning (ML), virtual reality (VR), the Internet of Things (IoT), blockchain, and voice search. AI and ML are enhancing ad targeting precision, dynamic creative optimization, and predictive analytics, significantly improving ad performance. IoT enables hyper-contextual and location-based advertising, while VR offers immersive brand experiences that boost consumer engagement. Blockchain technology is increasingly adopted to enhance ad transparency and reduce fraud through immutable transaction records. The rising popularity of voice search is pushing brands to optimize content for conversational queries. Despite these advancements, challenges such as data privacy concerns, high implementation costs, and the need for skilled professionals hinder seamless adoption. The study emphasizes that continuous innovation and adaptation to new technologies are essential for maintaining competitiveness in digital advertising. By leveraging data-driven insights, companies can enhance ad relevance, improve customer engagement, and achieve higher returns on investment.