互聯(lián)網(wǎng)精準(zhǔn)投放廣告的法律規(guī)制.pdf

1、 內(nèi)容摘要 隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展和廣告業(yè)需求的發(fā)展， 互聯(lián)網(wǎng)廣告業(yè)應(yīng)運(yùn)而生并快速發(fā)展起來(lái)。 互聯(lián)網(wǎng)廣告業(yè)中， 以實(shí)現(xiàn)廣告精準(zhǔn)投放為目標(biāo)的程序化購(gòu)買(mǎi)廣告發(fā)展勢(shì)頭最為強(qiáng)勁?；ヂ?lián)網(wǎng)精準(zhǔn)投放廣告憑借巨大的經(jīng)濟(jì)優(yōu)勢(shì)和技術(shù)優(yōu)勢(shì)， 于 2008 年在美國(guó)首先發(fā)展起來(lái)，之后發(fā)展范圍迅速拓展到全世界?；ヂ?lián)網(wǎng)廣告要達(dá)到精準(zhǔn)投放的效果，需要收集、分析互聯(lián)網(wǎng)用戶(hù)的個(gè)人信息。 其涉嫌侵犯用戶(hù)的網(wǎng)絡(luò)隱私權(quán)， 造成用戶(hù)信息泄露等法律問(wèn)題。在互聯(lián)網(wǎng)精準(zhǔn)投放廣告產(chǎn)業(yè)大勢(shì)

2、發(fā)展的背景下， 我國(guó)需要完善相關(guān)的對(duì)策以規(guī)制其造成的法律問(wèn)題。 本文主要由四部分構(gòu)成。 第一部分簡(jiǎn)要介紹互聯(lián)網(wǎng)精準(zhǔn)投放廣告的現(xiàn)狀。 本部分主要分三個(gè)方面介紹互聯(lián)網(wǎng)精準(zhǔn)投放廣告。第一個(gè)方面主要介紹互聯(lián)網(wǎng)精準(zhǔn)投放廣告基本現(xiàn)狀。第二個(gè)方面簡(jiǎn)要介紹互聯(lián)網(wǎng)精準(zhǔn)投放廣告的具體流程。 第三個(gè)方面簡(jiǎn)要比較互聯(lián)網(wǎng)廣告精準(zhǔn)投放廣告與傳統(tǒng)展示類(lèi)廣告的區(qū)別， 并簡(jiǎn)要介紹以精準(zhǔn)投放廣告為核心的程序化購(gòu)買(mǎi)廣告在中國(guó)和美國(guó)的行業(yè)發(fā)展?fàn)顩r。 第二部分分析了互聯(lián)網(wǎng)精準(zhǔn)投

3、放廣告的優(yōu)勢(shì)及相關(guān)法律問(wèn)題。 這部分主要通過(guò)正反兩面來(lái)闡述互聯(lián)網(wǎng)精準(zhǔn)投放廣告帶來(lái)的影響。一方面，互聯(lián)網(wǎng)精準(zhǔn)投放廣告為消費(fèi)者，相關(guān)企業(yè)及整個(gè)社會(huì)帶來(lái)便利和優(yōu)勢(shì)。另一方面，互聯(lián)網(wǎng)精準(zhǔn)投放廣告也帶來(lái)一系列法律問(wèn)題。 本文將互聯(lián)網(wǎng)精準(zhǔn)投放廣告的流程分為三個(gè)階段， 分別介紹其帶來(lái)的法律問(wèn)題。在用戶(hù)信息收集階段，主要探討侵犯用戶(hù)的網(wǎng)絡(luò)隱私權(quán)的問(wèn)題；在用戶(hù)信息使用階段，主要探討給用戶(hù)造成信息泄露及信息買(mǎi)賣(mài)等法律問(wèn)題；在廣告投放階段，主要探討互聯(lián)網(wǎng)用戶(hù)

4、網(wǎng)絡(luò)安寧權(quán)的問(wèn)題和現(xiàn)實(shí)生活中隱私泄露的問(wèn)題。 第三部分對(duì)互聯(lián)網(wǎng)精準(zhǔn)投放廣告的國(guó)內(nèi)外案例及立法現(xiàn)狀進(jìn)行簡(jiǎn)要介紹。 這部分主要介紹國(guó)內(nèi)的朱燁訴百度隱私案和美國(guó)谷歌瀏覽器設(shè)置 cookie 侵犯互聯(lián)網(wǎng)用戶(hù)隱私權(quán)案。 上述案例都是由互聯(lián)網(wǎng)精準(zhǔn)投放廣告而引起的涉嫌侵犯互聯(lián)網(wǎng)用戶(hù)的相關(guān)隱私權(quán)的案例。簡(jiǎn)要介紹和分析我國(guó)和美國(guó)對(duì)上述案例的處理思路和法院觀(guān)點(diǎn)。根據(jù)案例情況，在大數(shù)據(jù)時(shí)代下國(guó)內(nèi)外并沒(méi)有可以全面保護(hù)用戶(hù)個(gè)人信息的法律。其次，本部分簡(jiǎn)要對(duì)比分析

5、美國(guó)、歐盟和我國(guó)在這方面的保護(hù)模式和立法現(xiàn)狀。 Abstract With the development of Internet technology and the advertising industry needs, internet advertising industry came into being and developed rapidly. In internet advertising industry, prog

6、rammatic buying advertising is also in rapid development which is in order to display targeted advertising. Internet targeted advertising with huge economic and technological advantages was originated in the United State

7、s firstly in 2008, later it expands the scope to the entire world. In order to achieve accurate delivery of results, internet advertising needs to collect, analyze internet users' personal information. It can cause r

8、ights violations of users' network privacy, causing the user information leaks and other legal issues. In the background of the rapid development of internet targeted advertising, we need to improve the relevant lega

9、l measures to solve the problems. This paper consists of four parts. The first part is the “Introduction of Internet Targeted Advertising Present Situation “. This section is divided into three aspects to introduce inter

10、net targeted advertising. The first aspect focuses on internet targeted advertising basic status. The second aspect is to introduce the operating procedures of how the internet targeted advertising is displayed briefly.

11、The third aspect is compare the differences between internet targeted advertising and traditional advertising, introducing the industry development of internet targeted advertising in China and in the United States in br

12、ief. The second part is about “Advantages and Legal Issues of Internet Targeted Advertising “. This part mainly explains the impact of internet targeted advertising in both positive and negative sides. On the one hand, t

13、he internet targeted advertising brings convenience and benefits to consumers, relevant enterprises and the whole society. On the other hand, the internet targeted advertising process is divided into three phases to intr

14、oduce the legal issues. In information gathering phase, internet targeted advertising mainly is involving violation of user network privacy right. In the information analysis stage, it is mainly related to the legal issu

15、es of user information leakage and the sale of information. In the advertising stage, it is mainly related to users' right of internet peace and real life of privacy issues. The third part is about “Domestic and Inte