关键词: 广告标识, 数据安全, 个人信息保护, IDFA

Abstract: Since the EU implemented the General Data Protection Regulation (GDPR), advertising organizations in different jurisdictions have issued strategies to obtain users' effective consent, protect users' privacy and ensure the effective operation of digital advertising. Apple's AppTrackingTransparency and IDFA requirement reflects that there exists not only the platform competition between iOS and Android, but also the ecological competition between terminal manufacturers and internet manufacturers. Meanwhile, it's the route competition between opt-in and opt-out. In order to build the digital advertising ecology and balance the interests of all parties, this paper puts forward the idea of digital advertising identifier construction which is switchable, continuous, anonymous and secure, providing a solution to balance the personal privacy, corporate interests and government supervision, and to regulate the healthy and orderly development of digital advertising industry.

Key words: advertising identifier, data security, personal information protection, IDFA