Programatik Reklamcılıkta Kuantum Algoritmaların Olası Rolü
The Potential Role of Quantum Algorithms in Programmatic Advertising

Summary/Abstract: This study aims to theoretically examine programmatic advertising—one of the most advanced forms of automation in digital advertising—from the perspective of quantum computing. Programmatic advertising relies on highly computational processes such as big data analytics, real-time bidding, algorithmic targeting, and hyper-personalization. However, as data volume, velocity, and variety continue to increase, classical algorithms increasingly face limitations in terms of computational capacity, scalability, and contextual flexibility. These constraints pose significant challenges to the accuracy, predictive power, and overall efficiency of advertising decision-making systems. Quantum computing offers an alternative computational paradigm based on principles such as superposition and probabilistic evaluation, enabling the simultaneous assessment of high-dimensional decision spaces. Within this framework, the study discusses the potential contributions of quantum algorithms to big data processing, optimization, predictive modeling, and real-time decision-making, particularly in the context of hyperpersonalization. It is argued that quantum-supported models could move beyond deterministic predictions by modeling user behavior through probability distributions and multiple behavioral scenarios, thereby enabling more adaptive and anticipatory advertising ecosystems. At the same time, the study emphasizes that quantum-based hyper-personalization raises critical concerns related to privacy, ethics, and user autonomy. Deep profiling, real-time surveillance, and predictive targeting of future behaviors may push advertising beyond persuasive communication toward more directive and potentially manipulative practices. Accordingly, the study contends that quantum algorithms in programmatic advertising should be understood not merely as technical innovations, but as transformative developments with significant normative and societal implications. Ultimately, the sustainability of quantum-based advertising practices depends on the parallel development of ethical, legal, and governance frameworks alongside technological advancement.

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