网络环境下精准定向广告推送与隐私权保护

Targeted Advertising Precise Promotion and Privacy Protection in the Network Environment

随着新一代信息技术的快速发展,网络环境下的企业宣传模式由展示广告发展为精准定向广告。这一转变虽为消费者带来了诸多便捷,但却以收集和利用个人数据为前提。精准定向广告推送的过程是不断透视个人隐私的过程,使个人隐私权受到侵犯,需要从人、技术和互联网企业等多维度入手,对技术的发展、人的行为和企业的运营进行监管,以便在互联网和大数据时代更有效地保护个人隐私权。

With the rapid development of the new generation of information technology,the enterprise publicity model in the network environment has developed from display advertising to targeted advertising.Although this transformation has brought many convenience to consumers,it is based on the premise of collecting and applying personal data.Precisely targeted advertising push process is a process of constantly perspective of privacy,the right to personal privacy violations,need from the people,technology and the Internet enterprise,multidimensional on the development of technology,people’s behavior and enterprise operating regulation,in order to more effectively protect personal privacy.