This work conducts a systematic literature review about the domain of personalized advertisement, and more specifically, about the techniques that are used for this purpose. State-of-the-art publications and techniques are presented in detail, and the relationship of this domain with other related domains such as artificial intelligence (AI), semantic web, etc., is investigated. Important issues such as (a) business data utilization in personalized advertisement models, (b) the cold start problem in the domain, (c) advertisement visualization issues, (d) psychological factors in the personalization models, (e) the lack of rich datasets, and (f) user privacy are highlighted and are pinpointed to help and inspire researchers for future work. Finally, a design framework for personalized advertisement systems has been designed based on these findings.

A domain that has gained popularity in the past few years is personalized advertisement. Researchers and developers collect user contextual attributes (e.g., location, time, history, etc.) and apply state-of-the-art algorithms to present relevant ads. A problem occurs when the user has limited or no data available and, therefore, the algorithms cannot work well. This situation is widely referred in the literature as the ‘cold-start’ case. The aim of this manuscript is to explore this problem and present a prediction approach for personalized mobile advertising systems that addresses the cold-start, and especially the frozen user case, when a user has no data at all. The approach consists of three steps: (a) identify existing datasets and use specific attributes that could be gathered from a frozen user, (b) train and test machine learning models in the existing datasets and predict click-through rate, and (c) the development phase and the usage in a system.

This study explores the application of spiking neural networks (SNNs) for click-through rate (CTR) prediction in personalized online advertising systems, introducing a novel hybrid model, the Temporal Rate Spike with Attention Neural Network (TRA–SNN). By leveraging the biological plausibility and energy efficiency of SNNs, combined with attention-based mechanisms, the TRA–SNN model captures temporal dynamics and rate-based patterns to achieve performance comparable to state-of-the-art Artificial Neural Network (ANN)-based models, such as Deep & Cross Network v2 (DCN-V2) and FinalMLP. The models were trained and evaluated on the Avazu and Digix datasets, using standard metrics like AUC-ROC and accuracy. Through rigorous hyperparameter tuning and standardized preprocessing, this study ensures fair comparisons across models, highlighting SNNs’ potential for scalable, sustainable deployment in resource-constrained environments like mobile devices and large-scale ad platforms. This work is the first to apply SNNs to CTR prediction, setting a new benchmark for energy-efficient predictive modeling and opening avenues for future research in hybrid SNN–ANN architectures across domains like finance, healthcare, and autonomous systems.

Accurately estimating house values is a critical challenge for real-estate stakeholders, including homeowners, buyers, sellers, agents, and policymakers. This study introduces a novel approach to this problem using Kolmogorov–Arnold networks (KANs), a type of neural network based on the Kolmogorov–Arnold theorem. The proposed KAN model was tested on two datasets and demonstrated superior performance compared to existing state-of-the-art methods for predicting house prices. By delivering more precise price forecasts, the model supports improved decision-making for real-estate stakeholders. Additionally, the results highlight the broader potential of KANs for addressing complex prediction tasks in data science. This study aims to provide an innovative and effective solution for accurate house price estimation, offering significant benefits for the real-estate industry and beyond.

The cold-start problem remains a critical challenge in personalized advertising, where users with limited or no interaction history often receive suboptimal recommendations. This study introduces a novel, three-stage framework that systematically integrates transformer architectures and large language models (LLMs) to improve recommendation accuracy, transparency, and user experience throughout the entire advertising pipeline. The proposed approach begins with transformer-enhanced feature extraction, leveraging self-attention and learned positional encodings to capture deep semantic relationships among users, ads, and context. It then employs an ensemble integration strategy combining enhanced state-of-the-art models with optimized aggregation for robust prediction. Finally, an LLM-driven enhancement module performs semantic reranking, personalized message refinement, and natural language explanation generation while also addressing cold-start scenarios through pre-trained knowledge. The LLM component further supports diversification, fairness-aware ranking, and sentiment sensitivity in order to ensure more relevant, diverse, and ethically grounded recommendations. Extensive experiments on DigiX and Avazu datasets demonstrate notable gains in click-through rate prediction (CTR), while an in-depth real user evaluation showcases improvements in perceived ad relevance, message quality, transparency, and trust. This work advances the state-of-the-art by combining CTR models with interpretability and contextual reasoning. The strengths of the proposed method, such as its innovative integration of components, empirical validation, multifaceted LLM application, and ethical alignment highlight its potential as a robust, future-ready solution for personalized advertising.