AI-Driven Decision-Making in Programmatic Advertising (PA) for Sustainable Digital Marketing

Unlike traditional advertising, which depends on human decision-making, programmatic advertising (PA) allows real-time, automated transactions between software platforms. This marks a fundamental shift in digital advertising, as PA continuously optimizes and purchases ad placements through machine-to-machine (M2M) communication, without direct human intervention. Artificial intelligence (AI), increasingly used across digital applications, further enhances PA by improving automation and data-driven decision-making. Building on a comprehensive literature review, this study examines how AI-driven PA not only boosts marketing performance but also promotes sustainability through thoughtful, data-driven insights. It highlights how AI-powered innovations in marketing help align short-term advertising goals with long-term environmental, social, and economic responsibilities. The findings show that AI-driven PA improves efficiency and personalization, creating more relevant experiences for consumers while opening pathways to responsible and sustainable advertising practices. At the same time, challenges remain. Issues such as transparency, data privacy, and ethical risks must be carefully managed to unlock the full potential of AI-driven PA for long-term sustainability. This study offers practical insights for leveraging AI-powered PA to achieve both stronger marketing outcomes and more responsible digital marketing practices.