Total views : 287
The Use and Protection of Personally Non- Identifiable Information in Digital Behavioral Advertising in the Age of Big Data
Objectives: With the rapid growth of digital behavioral advertising that utilizes the personal information, this study examined the protection of personal information in digital behavioral advertising. Methods/Statistical Analysis: First, this study examined the growth of digital behavioral advertising and personally non-identifiable information. It also investigated the protection of personally non-identifiable information. Findings: It is necessary to strengthen the consumer’s rights to information control over personal information including personally non-identifiable information, not only for protection of personal rights but for sound and long-term development of digital two-way advertising industry and big data industry. This means that consumers can easily recognize and take actions on the utilization and protection of personal information in the process of two-way advertising, such as consent and notice of collecting personal information, rejection, and provision to the third party. By improving transparency of information circulation and securing trust of consumers, we can activate data circulation and develop big data industry and two-way advertising industry. Application/ Improvements: The significance of this study lies in that it tries to examine the protection and utilization of personally non-identifiable information, which was lacking institutional and theoretical discussions.
Big Data, Digital Behavioral Advertising, Personally Non-Identifiable Information, Protection Policies, The Use and Protection.
- Choi MW. The customized public policy PR strategy in big data era. Indian Journal of Science and Technology. 2015;8(23):1–8.
- National Information Society Agency. 2006. Available from: http://eng.nia.or.kr/english/eng_nia.asp
- Lee SH. The regulation policy of the personal targeting advertising based on online behavior analysis. Media and Law. 2010; 9(2):49–73.
- FTC, Self-regulatory principles for online behavioral advertising. 2009;1–55.
- Ahn JJ. Online behavioral advertising and privacy. Journal of Cyber Communication Academic Society. 2013; 30(4):43–86.
- Unni R, Harmon R. Perceived effectiveness of push vs. pull mobile location based advertising. Journal of Interactive Advertising. 2007; 7(2):28–40.
- Korea Communications Commission. 2014. Available from: http://eng.kcc.go.kr/user/ehpMain.do
- Moon HJ, Cho HS. Risk based policy at big data era: Case study of privacy invasion. Informatization Policy. 2012; 19(4):63–82.
- Sung JH. Gesetzliche Studied uber Datenschutz bei Big Data. Informatization Policy. 2013; 21(2):307–33.
- An S, Suh S. Location-based advertising via smartphone applications: Analysis on the use of personal location-specific information. Korean Journal of Advertising and Public Relations. 2012; 14(1):129–59.
- The Dong-A Daily News. 2009 Jun 01. Available from: http://www.donga.com
- Jong S J. Developments in advertising technologies and their challenge to information privacy. The Justice. 2008; 106:601–23.
- FTC. Fair Information Practice Principles. 2000. Available from: https://www.ftc.gov/reports/privacy-online-fair-information-practices-electronic-marketplace-federal-trade-commission
- Cleff EB. Implementing the legal criteria of meaningful consent in the concept of mobile advertising. Computer Law & Security Report. 2007; 23(3):262–9.
- Cleff EB. Effective approaches to regulate mobile advertising: Moving towards a coordinated legal, self-regulatory and technical response. Computer Law and Security Report. 2010; 26(2):158–69.
- Kim IH. A constitutional analysis for legal protection and use of personal information. Constitutional Law Research. 2011;17(2):353–89.
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 3.0 License.