Research on the problems of digital advertising identifier and countermeasures

doi:10.12267/j.issn.2096-5931.2021.03.007

Information and Communications Technology and Policy ›› 2021, Vol. 47 ›› Issue (3): 41-48.doi: 10.12267/j.issn.2096-5931.2021.03.007

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Research on the problems of digital advertising identifier and countermeasures

YANG Zhengjun, ZHANG Guohua, SHI Yuxia, GAO Fuping

1. CTTL Terminal Labs, China Academy of Information and Communications Technology, Beijing 100191, China;
2. China Advertising Association, Beijing 100022, China;
3. Policy and Economic Research Institute, China Academy of Information and Communications
Technology, Beijing 100191, China;
4. East China University of Political Science and Law, Shanghai 201620, China

Online:2021-03-15 Published:2021-03-31

Abstract

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

YANG Zhengjun, ZHANG Guohua, SHI Yuxia, GAO Fuping. Research on the problems of digital advertising identifier and countermeasures[J]. Information and Communications Technology and Policy, 2021, 47(3): 41-48.

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http://ictp.caict.ac.cn/EN/10.12267/j.issn.2096-5931.2021.03.007

http://ictp.caict.ac.cn/EN/Y2021/V47/I3/41

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Research on the problems of digital advertising identifier and countermeasures

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