基于cookie的精准广告投放技术及其法律边界刍议 以朱烨诉百度公司隐私权纠纷为视角

Preliminary Discussion about Technology of Precision Advertising Based on Cookie and it's Legal Boundary — From the Perspective of Zhu Ye v. Baidu Infringement of Privacy Disputes

鉴于cookie的专属性,利用网络用户的cookie信息进行精准广告投放行为的合法性愈来愈受到广泛质疑。由精准广告的实现过程可知,网络广告发布商可以在不向第三方透露用户cookie的情况下实现精准广告投放。但这并不意味着网络广告发布商就可对网络用户的cookie信息进行无节制地商业化利用,而仍应履行必要提示义务,并充分考虑cookie信息内容的隐私性和关联性,给网络用户选择权。

In view of the personal properties of cookie, the legitimacy of the utilization of web user＇s cookie information in precision advertising is widely questioned. According to the process of precision advertisement publishing, network advertisers can publish precision advertisement without disclosing their user＇s cookie to third parties. But it does not mean that web advertisers are able to commercially utilize web user＇s cookie information without any constrain, however, they shall perform the necessary duty of notification, give full consideration to the privacy of the cookie information, the correlation between cookie and web user＇s identity, and give web users the right to choose.