Arabic & Foreign Research Trends in Digital Advertising

Digital advertising has become an essential element for promoting products for many companies, considering the expansion of the use of the Internet, the increase in the number of its users worldwide, and the diversity of digital platforms and applications, which gave an opportunity for digital advertising to reach the target audience in a more accurate and appropriate way according to their needs and interests. This study monitors, analyzes and evaluates the development of scientific production published on the topic of digital advertising, by tracking the studies that were conducted for 10 years from  the 1^st of January 2013 to 31^st of December 2022, with the aim of providing an analytical vision of the most important topics and issues addressed by studies on digital advertising, and identifying the most important conceptual  frameworks & models that were relied upon, and clarifying the most important methodological methods, in addition to monitoring the most important results and recommendations reached by previous studies. The study sample included 107 Arab and foreign studies.
The study concluded with several results, the most important of which is the need to conduct studies on how to set self-standards for regulating digital advertising in the Arab world, the importance of studying the ethical and value aspect of digital advertising practitioners, as well as the importance of cooperation with those in charge of e-commerce platforms, smart phone applications and electronic game companies. So that researchers are given the opportunity to take advantage of user data and analyze it to maximize the benefit of digital advertising in light of the results reached about user behavior, and the importance of researchers conducting in-depth interviews and focused discussion groups with experts and advertising practitioners, in order to reflect the point of view of the advertising industry In addition to expressing the point of view of its users.