互联网广告标识问题研究与应对建议

Research on the problems of digital advertising identifier and countermeasures

欧盟实施《通用数据保护条例》(GDPR)以来,不同法域广告组织出台应对策略,以获取用户有效同意和保护用户隐私,保障互联网广告有效运行。苹果的AppTrackingTransparency和IDFA新规体现的不止是iOS与Android的平台竞争,还是终端厂商与互联网厂商的生态竞争、opt-in与opt-out的路线竞争。为构建我国互联网广告生态和平衡各方主体的利益,提出了可开关、连续、匿名、安全的互联网广告标识建设思路,希望成为平衡个人隐私、企业利益和政府监管,规范互联网广告产业健康有序发展的解决方案。

Since the EU implemented the General Data Protection Regulation(GDPR),advertising organizations in different jurisdictions have issued strategies to obtain users’effective consent,protect users’privacy and ensure the effective operation of digital advertising.Apple’s AppTrackingTransparency and IDFA requirement reflects that there exists not only the platform competition between iOS and Android,but also the ecological competition between terminal manufacturers and internet manufacturers.Meanwhile,it’s the route competition between opt-in and opt-out.In order to build the digital advertising ecology and balance the interests of all parties,this paper puts forward the idea of digital advertising identifier construction which is switchable,continuous,anonymous and secure,providing a solution to balance the personal privacy,corporate interests and government supervision,and to regulate the healthy and orderly development of digital advertising industry.