大数据时代定向广告中的个人信息保护 ——《中国互联网定向广告用户信息保护行业框架标准》分析
A preliminary study on the problems of personal information protection in targeted advertising in the era of big data：“China Internet targeted advertising industry standard on the protection of users’ information framework” as the object of analysis framework

摘要 对于大数据时代定向广告中的个人信息保护，不同国家在理念及制度上是有差异的。《框架标准》确立了针对不同类型信息的分类保护制度，而且将身份关联信息作为隐私权保护的对象，加以重点保护。不过，《框架标准》只提供了针对个人信息的基本保障，其所使用的“告知-同意”模式存在用户对个人信息的决定权落实难，以及规范精细化程度低，可操作性不强等问题。通过分析从完善个人信息保护的角度提出，大数据时代定向广告的规制还应不断加强个人信息保护理念和制度的创新。
In the era of big data, personal information protection of targeted advertising are different in concept and system at different countries. “The Framework of the Standard" is established according to the classification system of protection of different information types, making the identity related information protection as a key direction in the advertising regulatory. They constitute the important content of advertising regulation in the industry self-discipline . However, there are many problems in “The Framework of the Standard ", such as the lack of systematic protection of users’ rights, weak standardized operation and supervision mechanism, ect. Through the analysis presented from the perspective of improving the protection of personal information , targeted advertising governance in the big data era should enhance innovation ideas and personal information protection systems