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Research On The Solutions To The "Privacy Paradox" Of Chinese Internet Advertising Comparation Of Privacy Policy

Posted on:2023-10-13Degree:MasterType:Thesis
Country:ChinaCandidate:Y T ZhengFull Text:PDF
GTID:2569306833473184Subject:Advertising
Abstract/Summary:PDF Full Text Request
With the advent of the digital era and the rapid development of mobile Internet,Internet advertising has become an important form of modern marketing.In January2022,the 2021 China Internet Advertising Data Report was officially released.According to statistics,the total scale of China’s advertising and marketing market in2021 was about 1160.8 billion yuan,among which the Internet advertising revenue reached 543.5 billion yuan,with a year-on-year growth of 9.32%.With the implementation of China’s 14 th Five-Year Plan and the deepening of supply-side structural reform,Internet marketing scholars and experts predict that the advertising industry will fully implement digital transformation in 2022 to promote the leapfrog development of the advertising market.Internet advertising is the main income for Internet enterprises.At present,the operation of the Internet advertising industry mainly relies on big data.Through the collection,analysis and prediction of data,advertisements can be delivered to the corresponding audiences through appropriate carriers,which brings privacy infringement problems such as data leakage.It arouses the concern of all circles on privacy protection.This study aims to divide the "privacy paradox" into three challenges by combing domestic and foreign literature on the "privacy paradox" and Internet advertising development in China.Secondly,the paper compares the privacy policy texts of Apple,Facebook(Meta)and Google,and summarizes their advantages and disadvantages in solving privacy problems.Based on the analysis of Chinese laws and relevant laws and regulations proposed by the advertising industry,this paper puts forward suggestions on the privacy protection problems existing in the development of Internet advertising in China,and makes contributions to the promotion of digital governance in China.The study firstly adopt literature analysis summary to "privacy paradox" research at home and abroad,combined with Internet advertising development put forward the present situation of the development of the Internet advertising and data protection,put forward the Internet advertising "privacy paradox" three problems,namely privacy paradox and individual psychological boundary paradox,privacy interests paradox.The solution of Internet advertising "privacy paradox" is to protect data privacy and promote data circulation to create value,so it has practical significance to study it.Due to the rapid development of foreign Internet companies’ concern about privacy,it is of practical significance to study the text of privacy policies and protection schemes of three foreign Internet advertising companies.Through comparative analysis,the text of privacy policy and privacy protection scheme of Apple,Facebook and Google are analyzed.Combined with the development of Internet advertising,this paper makes some innovations on the text analysis framework of privacy policy,and believes that the three enterprises attach great importance to user privacy experience,but there are still deficiencies in data collection security.The research finds that the construction of platform data garden,information privacy protection technology,law,public and other external supervision has key reference value from the latest privacy protection scheme.The research uses an interdisciplinary approach,from a legal perspective to our country the personal information protection act,the algorithm of Internet regulation and China’s Internet advertising association put forward the scheme of CAID,thought the problem of privacy protection to the development of the Internet advertising attention has entered a mature stage with a broad future.Finally,this study summarizes the conclusions and analyzes the limitations of its own research,and believes that the solution of the "privacy paradox" of Internet advertising in China has entered a new stage.Based on this,some suggestions are put forward for the privacy protection of Internet advertising in China.
Keywords/Search Tags:Internet Advertising, Privacy Paradox, Privacy Protection, Advertising Privacy Policy
PDF Full Text Request
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