互联网精准营销中的算法规制问题初探

Research on Algorithm Regulation in Internet Precision Marketing

互联网精准营销需要使用机器学习算法收集用户的初始信息,对用户信息进行加工,并向用户推送符合需求的产品或服务广告。随着精准营销效果不断提升,个人信息被挖掘的程度也不断加深,这产生了个人隐私泄露与国家安全威胁等问题。精准营销可分为数据收集、数据处理和数据使用环节。对精准营销的治理包括规制过程与规制算法的思路。当前,精准营销治理机制存在监管内容与对象复杂化、第三方机构参与程度低、数据保护责任不均等问题。有鉴于此,我国应从风险控制视角出发,针对数据应用场景和监管目的的差异,采取分阶段的立法和规制措施,以更好地平衡安全与发展的关系。

Precision marketing can greatly improve the efficiency and effectiveness of internet advertising.Machine learning algorithms have been broadly used in collecting user’s initial personal information,producing user portrait,and pushing advertisements of products and service which meet users’need.As precision marketing effectiveness continues increasing,the risk of personal information protection continually roaring.Precision marketing can be simply divided into 3 phases,which are data collection,data processing and data use.With regard to the regulation types,there are two main kinds of ideas—regulating data processing and regulating algorithm itself.The current governance model has problems in dealing with regulatory content and object complexity,low participation of third-party organizations,and uneven data protection responsibility.Considering the reality of development of digital economy of China,it is suggested to take the risk control perspective,consider the different application scenarios and regulatory purposes,and adopt a 2-phased legislation and regulation pace,in order to better balance the relationship between security and development.