信息资源管理学报 ›› 2023, Vol. 13 ›› Issue (1): 103-114.doi: 10.13365/j.jirm.2023.01.103

• 研究论文 • 上一篇    下一篇

精准广告技术中的个人信息保护——基于国内100个APP隐私政策中关于Cookie技术的文本分析

廖秉宜1,2 张慧慧2 刘定文3   

  1. 1.武汉大学媒体发展研究中心,武汉,430072; 
    2.武汉大学新闻与传播学院,武汉,430072;
    3.湖北日报传媒集团,武汉,430077
  • 出版日期:2023-01-26 发布日期:2023-03-18
  • 作者简介:廖秉宜,教授、博士生导师,研究方向为广告与媒介经济、智能营销传播研究,Email:byliao2000@126.com;张慧慧,硕士生,研究方向为广告与媒介经济、智能营销传播研究;刘定文,主任记者,研究方向为广告与媒介经济。
  • 基金资助:
    本文系教育部人文社会科学重点研究基地重大项目“传媒智能化背景下中国传媒和广告产业竞争力研究”(16JJD860002)、武汉大学人文社会科学青年学者学术发展计划学术团队项目“智能营销传播研究”(413100035)的成果之一。

Personal Information Protection in Precise Advertising Technology: Based on the Text Analysis of Cookie Technology in the Privacy Policies of 100 APPs in China

Liao Bingyi1,2 Zhang Huihui2 Liu Dingwen3   

  1. 1. Center for Studies of Media Development at Wuhan University, Wuhan, 430072; 
    2.School of Journalism and Communicaton, Wuhan University, Wuhan, 430072; 
    3.Hubei Daily Media Group,Wuhan, 430077
  • Online:2023-01-26 Published:2023-03-18

摘要: 精准广告的发展离不开对个人信息的合法使用,本文采用文本分析方法,在明确精准广告的技术逻辑,厘清Cookie与个人信息保护关系的基础之上,对国内用户常用的100个移动应用APP隐私政策中关于Cookie技术的内容进行深入分析发现,当前我国APP隐私政策整体相较以往取得了长足的进步,尤其是在《个人信息保护法》出台之后,但在精准广告中的个人信息保护方面仍有明显的改善空间。对此,可以从隐私政策的基本原则遵循、同意模式、语言表述和用户权利四个方面加以改进,借助政府、行业、企业三方的力量共同促进个人信息保护主体与隐私政策制定主体间的平衡,促进广告业的健康可持续发展。

关键词: 精准广告, 行为定向广告, 隐私政策, Cookie技术, 个人信息保护

Abstract: The development of precision advertising cannot be separated from the legitimate use of personal information. On the basis of clarifying the technical logic of precision advertising and the relationship between cookies and personal information protection. This paper uses text analysis method to conduct in-depth analysis on the contents of cookie technology in the 100 mobile app privacy policies commonly used by domestic users, and finds that the overall app privacy policy in China has made considerable progress compared with the past, especially after the promulgation of the personal information protection law. There is still significant room for improvement in the protection of personal information in precision advertising, which can be improved from the following four directions of the basic principles of privacy policy, consent mode, language expression and user rights. With the help of the government, industry and enterprises, we can jointly promote the balance between the subject of personal information protection and the subject of privacy policy formulation, and promote the healthy and sustainable development of the advertising industry.

Key words: Precise advertising, Behavior targeted advertising, Privacy policy, Cookie technology, Personal information protection

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