智媒时代互联网广告的算法“黑箱”与治理路径探析

An Analysis of Algorithmic“Black Box”and Governance Paths in the Era of Smart Media Internet Advertising

随着互联网技术的更新迭代,人工智能、算法等技术逐渐嵌入日常随处可见的广告中,也因其“黑箱”问题给广告治理带来权力滥用、技术异化、隐私窥视等难题。算法“黑箱”的封闭性、歧视性和风险性等特征使算法在应用中直接影响互联网广告的制度。破解这些难题的路径在于:规制算法权力、改革算法生态、设立数据收集壁垒、推进“黑箱”透明。

As the Internet technology undergoes continuous updates and iterations,technologies such as artificial intelligence and algorithms have gradually embedded into advertisements everywhere.However,their black-box nature has brought about problems of power abuse,technological alienation,and privacy invasion.The closed,discriminatory and risky characteristics of the algorithm“black box”make the algorithm directly affect the system of Internet advertising in its application.The paths to addressing these challenges lie in regulating algorithmic rights,reforming the algorithmic ecosystem,establishing data collection barriers,and promoting transparency in the“black box”.