Enhancing Viewer Engagement: Exploring Generative Long Short Term Memory in Dynamic Ad Customization for Streaming Media

In Ad customization, several approaches are employed to improve the relevance level of the message for monitoring the user performance according to the prior search history (e.g., retargeting) or by gathering particular information related to the customer (e.g., micro-targeting). Occasionally, the consumers view the ad developed by the other user, in this situation, the ads are viewed as something that can be related by the user. The quantity of information that is gathered openly or secretly can affect the user choice for the content displayed. However, the users remain as recipients of a strategy, that decides the best ad content. Therefore, an exploring Generative Artificial Intelligence-based Dynamic Ad Customization model for enhancing viewer engagement from streaming media is developed. In this paper, the Generative Long Short-Term Memory (GenLSTM) model is developed for examining customized advertising then includes the customization of specific message elements by individuals, variation in the level of ad customization, and in some cases perceived collaboration with others. Here, the customization classification is defined based on the modification in the marketing mix element that is created by the customer proactively as opposed to the company. In regards to customized advertising, “ad is something that happens with the viewer”. The customization increases based on the sense of task engagement, strength of the perceived customer relationship with the company, attitude toward the ad, and perceptions of company trust/integrity. Finally, the experimental analysis is conducted based on the relationship with the company, company care, company trust, and task engagement to attain the overall impact on ad customization.