Research On Privacy Protection Of Precision Advertising In The Big Data Era

With the development of big data technology and the needs of the advertising industry,precision advertising has developed rapidly.Based on the characteristics of "big data",such as large data volume,fast data flow(Velocity),multiple data types(Variety)and large data value(Value),precise advertising is increasingly generating new vitality and development in the era of big data potential.The launch of precision advertising was first developed in the United States in 2008,and then the scope of development quickly expanded to the whole world.After more than ten years continuous development,precision advertising has entered a mature period,and has shown its own unique development trend.The number of participating market players is increasing,the market scale is expanding,and the delivery methods are constantly optimizing.Precision advertising is a new model of the advertising industry in the era of big data,but this new model often brings new social problems.Because precision advertising is based on big data technology and the premise of collecting and analyzing user's personal information,this process of collecting and analyzing user information is a process of constantly "seeing" user privacy,which is easy to harm the user's privacy protection.It must be seen that the efficiency of data collection in the era of big data has a huge impact on the protection of privacy in precision advertising,and the strict protection of user privacy information will also hinder the development of the Internet advertising industry.Therefore,how to achieve mutual benefit and win-win for personal privacy protection and precision advertising is an important issue that the advertising industry needs to solve urgently.In the era of big data,there are the following dilemmas in the protection of privacy rights in China's precision advertising: fragmented legislation,lower levels of relevant advertising laws and regulations,and insufficient protection of personal privacy;it is difficult for victims to prove that the infringer has committed an act that violated privacy and has suffered mental damage;the role of industry self-discipline is insufficient,and the privacy policy has some related issues;the secondary use of information brings hidden dangers to information security and the lack of system regulations.Therefore,we must strengthen the protection of privacy in the delivery of precision advertising,combined with the difficulties faced by our country in the protectof privacy in precision advertising,learn from the successful experience and regulatory measures of two different protection paths for the protection of privacy rights: the industry self-discipline and the legal regulation supplemented by the United States and the EU with comprehensive legislation.To solve the dilemma faced by privacy protection in precise advertising in China,it is necessary to strengthen legislative protection,formulate the "Personal Information Protection Law" and improve the relevant rights of users in the advertising law;reasonably relax the standard of proof of privacy infringement and identify mental damage;actively promote the construction of industry self-regulation;fulfill the obligation of inform the information subject that use of its private information,and the data users bear relevant responsibilities.This will not only protect private of precision advertising in big data,but also promote the healthy development of Internet advertising industry.