Applying Large Language Models to Sponsored Search Advertising

This paper presents a human-in-the-loop LLM framework that boosts search engine ad performance and explores cost trade-offs and boundary conditions.

• 저널Marketing Science · 45(1) · 123–141
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2023.0611
• 저자Martin Reisenbichler, Thomas Reutterer, David A. Schweidel