Artificial Intelligence in Cross-Border Advertising and Audience Targeting

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Authors: Omokri, Oghenekevwe Jacintha; Odiboh Oscar; Ogude, Samuel Ogbemuvire; Abada, Oghenemaro Rupert; Akpoguma, Nyerhovwo Enamotor; Simon, Joy Abizor Henry; Sanco, Oghenerunor Alexander; Simon, Edidiong Etim

Published: August 08, 2026

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Abstract

This paper was an exploration of the use of Artificial Intelligence (AI) in cross-border advertising and audience targeting in global marketing settings. AI's swift integration into digital marketing platforms had revolutionized the way businesses analyzed consumer data, tailored content, and optimized campaigns in global markets. Even as this increased adoption continues, there were still significant knowledge gaps regarding the real-world applicability of AI and the ethical considerations of using it in varying cultural and regulatory contexts. The study focused on two research questions: How did AI impact cross-border advertising and how did it impact targeting the audience? A literature-based research design was followed, and the literature was analyzed through content analysis to identify and synthesize the academia's existing works on AI-driven marketing strategies. AI's impact on enhancing personalization, segmentation accuracy, cultural adaptation, and real-time campaign optimization at the cross-border level was prominent, with AI-powered predictive analytics and decision-support systems contributing to improved engagement and efficiency. Meanwhile, the review highlighted a number of common concerns related to privacy, algorithmic bias, governance and regulatory compliance. The research found that the adoption of AI in marketing was effective throughout the world, but that it could only be adopted responsibly by adhering to ethical considerations, good governance, and culturally responsive marketing strategies.

Keywords
Artificial Intelligence Cross-Border Advertising Audience Targeting Predictive Analytics Digital Marketing
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Omokri, Oghenekevwe Jacintha; Odiboh Oscar;  Ogude, Samuel Ogbemuvire; Abada, Oghenemaro Rupert;  Akpoguma, Nyerhovwo Enamotor; Simon, Joy Abizor Henry; Sanco, Oghenerunor Alexander; Simon, Edidiong Etim. "Artificial Intelligence in Cross-Border Advertising and Audience Targeting." 
DELSU Journal of Communication and Media Studies, 
vol. 1, no. 1, pp. XX-XX, 2026.
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Journal Information
  • Journal: DELSU Journal of Communication and Media Studies
  • ISSN: XXXX-XXXX
  • Publisher: Delta State University Abraka
  • Country: Nigeria
  • Language: English
  • Access: Open Access
Issue Information
Delsu Journal of Communication and Media Studies

Volume 1, Issue 1

2026

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URL: https://delsujcms.org/article/artificial-intelligence-in-cross-border-advertising-and-audience-targeting
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