Research On Model Regulation Of Internet Precise Advertising Push

From the perspective of the development of advertising industry,the precise push of advertising has always been the goal of advertising marketing.In the era of small data,the precise marketing has many bottlenecks,such as can not be achieved on a large scale,high cost,difficult to be accurate and personalized persuasion.Nowadays,with the support of big data,algorithms and other artificial intelligence technologies,Internet precision advertising can not only accurately push consumers’ real needs,but also achieve the precision of "mass production".The precision advertising push in the Internet era presents distinctive characteristics of the times,technology and consumers.The new characteristics bring new ethical and normative dilemma to the development of Internet precise advertising push.First,different artificial intelligence technologies bring different dilemmas,big data creates “panoramic prisons,” algorithms exist in black boxes that covertly violate the public’s right to know and to make their own decisions,and deep learning algorithms create deep discrimination.Secondly,the portrayal of consumers’ data infringes on consumers’ privacy,and it can be seen that consumers are materialized and the platform lacks social responsibility;thirdly,unlimited data storage completely deprives consumers of the possibility of forgetting their online content;and finally,the principle of "informed consent" is broken down,that is,the process of Internet precise advertising push lacks justice and shows no respect for consumers.While the dilemma of Internet precision advertising push norms appears,it has had a negative impact on society.First of all,the platform as a natural advantage over consumers,in the use of personal information is to some extent arbitrary,consumers become a loss of coat "transparent people",naked on the Internet.Secondly,the Internet precise advertising push related marketing has appeared alienation,personal information sharing,advertising all directions three-dimensional bombardment,consumers have become the flow of economic "leek." Finally,in the process of service and marketing,the platform excessively asks for rights,collects consumers’ information,infringes privacy,uses consumers’ personal information at will and infringes consumers’ life property rights.How to standardize the practical application of Internet precision advertising has become an urgent problem.Firstly,consumer-centered technology optimization is needed;secondly,supervision and governance measures are strengthened;thirdly,relevant legislation is refined to promote industry self-discipline and achieve a balance between personal information protection and utilization;finally,industry ethical principles are established to promote the orderly development of Internet precision advertising under ethical principles.