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http://dx.doi.org/10.15207/JKCS.2018.9.3.231

A Study on the Privacy Policy of Behavioral Advertising  

Kong, Hee-Kyung (Department of MIS/Cybersecurity Economics Research Institute, Chungbuk National University)
Jun, Hyo-Jung (Global-Local Security Consulting Workforce Education Center/Cybersecurity Economics Research Institute, Chungbuk National University)
Yoon, Seokung (Personal Data Protection Compliance Team, Korea Internet & Security Agency)
Publication Information
Journal of the Korea Convergence Society / v.9, no.3, 2018 , pp. 231-240 More about this Journal
Abstract
Recently, personal information processing are becoming more important in the behavioral advertising based on online and mobile platform. The behavioral advertising analyzes and utilizes individual's search & purchase history, hobbies, and tendency based on the personal behavior information collected using the automatic collection device. Therefore, it collects and stores other types of personal information which did't defined in Privacy Act and can analyze personal behavior. This characteristics may cause disclosure of personal information and exposure to intrusion. In this paper, we investigate and analyze the privacy policy of the advertising agencies, and discussded the measures to be taken in collecting, storing and using personal information suitable for behavior information.
Keywords
Online & Mobile Platform; Behavioral Adversing; Advertising Agency; Advertiser; Privacy Policy; Privacy Act;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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