The “Productification” of Humanity: How AX (Algorithm Experience) Can Influence Advertising Performance on YouTube

Alexandra Bacelar Barata; Andreia Pinto de Sousa

doi:10.1007/978-3-031-77566-6_6

The “Productification” of Humanity: How AX (Algorithm Experience) Can Influence Advertising Performance on YouTube

Alexandra Bacelar Barata
, Andreia Pinto de Sousa

Lusófona University

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

YouTube is Portugal’s most widely used social network, and the advertising sustains its free service. Users perceive this advertising negatively and dislike interruptions and irrelevant ads. There is also concern among individuals about their data, coupled with a feeling of powerlessness when managing or controlling the information collected by the platforms. The impact of ads on digital platforms has multiple dimensions and will depend on and affect user perception. More knowledge of consumer behaviours and relationships with YouTube is needed to deliver a tailored experience. This study proposes the definition of YouTube consumer profiles and investigates their perception of algorithm experience on ad recommendations. Preliminary results have shown that transparency of algorithms may increase trust between people and the algorithms themselves, allowing for the adoption of more efficient recommendation services. Therefore, this study proposes adopting the algorithm experience as the essential solution for promoting the best user experience and greater advertising efficiency for advertisers.

Original language	English
Title of host publication	Advances in Design and Digital Communication V
Subtitle of host publication	Proceedings of the 8th International Conference on Design and Digital Communication, Digicom 2024, November 7–9, 2024, Barcelos, Portugal
Publisher	Springer Nature
Pages	69-81
Number of pages	13
ISBN (Electronic)	978-3-031-77566-6
ISBN (Print)	978-3-031-77565-9
DOIs	https://doi.org/10.1007/978-3-031-77566-6_6
Publication status	Published - 2025

Publication series

Name	Springer Series in Design and Innovation
Volume	51
ISSN (Print)	2661-8184
ISSN (Electronic)	2661-8192

Bibliographical note

Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

Funding

This study was funded by the Foundation for Science and Technology - FCT (Portuguese Ministry of Science, Technology and Higher Education) under the grant UIDB/05380/2020.

Funders	Funder number
Fundação para a Ciência e a Tecnologia	UIDB/05380/2020

Keywords

Algorithm Experience
Digital Advertising
YouTube

Access to Document

10.1007/978-3-031-77566-6_6

Cite this

Barata, A. B., & de Sousa, A. P. (2025). The “Productification” of Humanity: How AX (Algorithm Experience) Can Influence Advertising Performance on YouTube. In Advances in Design and Digital Communication V: Proceedings of the 8th International Conference on Design and Digital Communication, Digicom 2024, November 7–9, 2024, Barcelos, Portugal (pp. 69-81). (Springer Series in Design and Innovation; Vol. 51). Springer Nature. https://doi.org/10.1007/978-3-031-77566-6_6

Barata, Alexandra Bacelar ; de Sousa, Andreia Pinto. / The “Productification” of Humanity : How AX (Algorithm Experience) Can Influence Advertising Performance on YouTube. Advances in Design and Digital Communication V: Proceedings of the 8th International Conference on Design and Digital Communication, Digicom 2024, November 7–9, 2024, Barcelos, Portugal. Springer Nature, 2025. pp. 69-81 (Springer Series in Design and Innovation).

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abstract = "YouTube is Portugal{\textquoteright}s most widely used social network, and the advertising sustains its free service. Users perceive this advertising negatively and dislike interruptions and irrelevant ads. There is also concern among individuals about their data, coupled with a feeling of powerlessness when managing or controlling the information collected by the platforms. The impact of ads on digital platforms has multiple dimensions and will depend on and affect user perception. More knowledge of consumer behaviours and relationships with YouTube is needed to deliver a tailored experience. This study proposes the definition of YouTube consumer profiles and investigates their perception of algorithm experience on ad recommendations. Preliminary results have shown that transparency of algorithms may increase trust between people and the algorithms themselves, allowing for the adoption of more efficient recommendation services. Therefore, this study proposes adopting the algorithm experience as the essential solution for promoting the best user experience and greater advertising efficiency for advertisers.",

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Barata, AB & de Sousa, AP 2025, The “Productification” of Humanity: How AX (Algorithm Experience) Can Influence Advertising Performance on YouTube. in Advances in Design and Digital Communication V: Proceedings of the 8th International Conference on Design and Digital Communication, Digicom 2024, November 7–9, 2024, Barcelos, Portugal. Springer Series in Design and Innovation, vol. 51, Springer Nature, pp. 69-81. https://doi.org/10.1007/978-3-031-77566-6_6

The “Productification” of Humanity: How AX (Algorithm Experience) Can Influence Advertising Performance on YouTube. / Barata, Alexandra Bacelar; de Sousa, Andreia Pinto.
Advances in Design and Digital Communication V: Proceedings of the 8th International Conference on Design and Digital Communication, Digicom 2024, November 7–9, 2024, Barcelos, Portugal. Springer Nature, 2025. p. 69-81 (Springer Series in Design and Innovation; Vol. 51).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - The “Productification” of Humanity

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AU - Barata, Alexandra Bacelar

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PY - 2025

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N2 - YouTube is Portugal’s most widely used social network, and the advertising sustains its free service. Users perceive this advertising negatively and dislike interruptions and irrelevant ads. There is also concern among individuals about their data, coupled with a feeling of powerlessness when managing or controlling the information collected by the platforms. The impact of ads on digital platforms has multiple dimensions and will depend on and affect user perception. More knowledge of consumer behaviours and relationships with YouTube is needed to deliver a tailored experience. This study proposes the definition of YouTube consumer profiles and investigates their perception of algorithm experience on ad recommendations. Preliminary results have shown that transparency of algorithms may increase trust between people and the algorithms themselves, allowing for the adoption of more efficient recommendation services. Therefore, this study proposes adopting the algorithm experience as the essential solution for promoting the best user experience and greater advertising efficiency for advertisers.

AB - YouTube is Portugal’s most widely used social network, and the advertising sustains its free service. Users perceive this advertising negatively and dislike interruptions and irrelevant ads. There is also concern among individuals about their data, coupled with a feeling of powerlessness when managing or controlling the information collected by the platforms. The impact of ads on digital platforms has multiple dimensions and will depend on and affect user perception. More knowledge of consumer behaviours and relationships with YouTube is needed to deliver a tailored experience. This study proposes the definition of YouTube consumer profiles and investigates their perception of algorithm experience on ad recommendations. Preliminary results have shown that transparency of algorithms may increase trust between people and the algorithms themselves, allowing for the adoption of more efficient recommendation services. Therefore, this study proposes adopting the algorithm experience as the essential solution for promoting the best user experience and greater advertising efficiency for advertisers.

KW - Algorithm Experience

KW - Digital Advertising

KW - YouTube

UR - https://www.scopus.com/pages/publications/85214690475

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DO - 10.1007/978-3-031-77566-6_6

M3 - Chapter

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T3 - Springer Series in Design and Innovation

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Barata AB, de Sousa AP. The “Productification” of Humanity: How AX (Algorithm Experience) Can Influence Advertising Performance on YouTube. In Advances in Design and Digital Communication V: Proceedings of the 8th International Conference on Design and Digital Communication, Digicom 2024, November 7–9, 2024, Barcelos, Portugal. Springer Nature. 2025. p. 69-81. (Springer Series in Design and Innovation). doi: 10.1007/978-3-031-77566-6_6

The “Productification” of Humanity: How AX (Algorithm Experience) Can Influence Advertising Performance on YouTube

Abstract

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Bibliographical note

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Keywords

Access to Document

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