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http://dx.doi.org/10.22156/CS4SMB.2021.11.01.071

A Study on the Conflict between the Use of Personally non-Identifiable Information and the Protection of Personal Information in Digital Behavioral Advertising: Focusing on the Domestic and Foreign Status and System  

Choi, Min-Wook (Department of Advertising & Public Relations, Namseoul University)
Publication Information
Journal of Convergence for Information Technology / v.11, no.1, 2021 , pp. 71-79 More about this Journal
Abstract
This study looked at the conflict between the aspect of the use of personally non-identifiable information for the development of the big data industry and the digital advertising industry and the aspect of personal information protection. In order to achieve the research purpose, this study focused on literature research such as thesis, legal texts, administrative regulations, and recent media articles. As a result of this study, the main issues related to the protection of personally non-Identifiable Information in digital behavioral advertising were 'conflict between freedom of advertising expression and personal rights', 'personalization of unidentifiable information', 'information imbalance'. In this regard, as measures to protect personally non-identifiable information in digital behavioral advertising, it was proposed to 'harmonize with freedom of advertising expression and personal rights, 'improve notification and consent. process', and 'reinforce the right to control personal information'.
Keywords
Personally non-identifiable information; Digital behavioral advertising; Personal information protection; Personal rights; Big data;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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