互聯(lián)網精準投放廣告的法律規(guī)制.pdf

1、 內容摘要 隨著互聯(lián)網技術的發(fā)展和廣告業(yè)需求的發(fā)展， 互聯(lián)網廣告業(yè)應運而生并快速發(fā)展起來。 互聯(lián)網廣告業(yè)中， 以實現(xiàn)廣告精準投放為目標的程序化購買廣告發(fā)展勢頭最為強勁?；ヂ?lián)網精準投放廣告憑借巨大的經濟優(yōu)勢和技術優(yōu)勢， 于 2008 年在美國首先發(fā)展起來，之后發(fā)展范圍迅速拓展到全世界。互聯(lián)網廣告要達到精準投放的效果，需要收集、分析互聯(lián)網用戶的個人信息。 其涉嫌侵犯用戶的網絡隱私權， 造成用戶信息泄露等法律問題。在互聯(lián)網精準投放廣告產業(yè)大勢

2、發(fā)展的背景下， 我國需要完善相關的對策以規(guī)制其造成的法律問題。 本文主要由四部分構成。 第一部分簡要介紹互聯(lián)網精準投放廣告的現(xiàn)狀。 本部分主要分三個方面介紹互聯(lián)網精準投放廣告。第一個方面主要介紹互聯(lián)網精準投放廣告基本現(xiàn)狀。第二個方面簡要介紹互聯(lián)網精準投放廣告的具體流程。 第三個方面簡要比較互聯(lián)網廣告精準投放廣告與傳統(tǒng)展示類廣告的區(qū)別， 并簡要介紹以精準投放廣告為核心的程序化購買廣告在中國和美國的行業(yè)發(fā)展狀況。 第二部分分析了互聯(lián)網精準投

3、放廣告的優(yōu)勢及相關法律問題。 這部分主要通過正反兩面來闡述互聯(lián)網精準投放廣告帶來的影響。一方面，互聯(lián)網精準投放廣告為消費者，相關企業(yè)及整個社會帶來便利和優(yōu)勢。另一方面，互聯(lián)網精準投放廣告也帶來一系列法律問題。 本文將互聯(lián)網精準投放廣告的流程分為三個階段， 分別介紹其帶來的法律問題。在用戶信息收集階段，主要探討侵犯用戶的網絡隱私權的問題；在用戶信息使用階段，主要探討給用戶造成信息泄露及信息買賣等法律問題；在廣告投放階段，主要探討互聯(lián)網用戶

4、網絡安寧權的問題和現(xiàn)實生活中隱私泄露的問題。 第三部分對互聯(lián)網精準投放廣告的國內外案例及立法現(xiàn)狀進行簡要介紹。 這部分主要介紹國內的朱燁訴百度隱私案和美國谷歌瀏覽器設置 cookie 侵犯互聯(lián)網用戶隱私權案。 上述案例都是由互聯(lián)網精準投放廣告而引起的涉嫌侵犯互聯(lián)網用戶的相關隱私權的案例。簡要介紹和分析我國和美國對上述案例的處理思路和法院觀點。根據(jù)案例情況，在大數(shù)據(jù)時代下國內外并沒有可以全面保護用戶個人信息的法律。其次，本部分簡要對比分析

5、美國、歐盟和我國在這方面的保護模式和立法現(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