关键词: 互联网广告, 精准化营销, 个人信息保护, 风险评估, 个性化协议, 信息自决权

Abstract: There are two main threats to personal information from precision marketing of Internet advertising, one is the illegal collection of personal information, the other is the second infringement of personal information. The existing protection path is gradually getting into troubles. Therefore, starting with the definition of personal information, the distinguishing criteria regarding personal information and privacy is proposed. The types of personal information are subdivided to apply different protection modes. And the establishment of “risk assessment mechanism” is proposed. The existing “informingconsent” model is improved by adding personalized protocols, and the mechanism of “user has its own responsibility” is advocated. On the basis of the classification of personal information, the corresponding information subject is given the “information selfdetermination right”, so that personal information protection can really run through the whole process of information collection and use. From the perspective of the enterprise itself, the establishment of industry alliances is put forward, and the thirdparty supervision is introduced to construct the new path of personal information protection in the precision marketing of Internet advertising.

Key words: Internet advertisement, precision marketing, personal information protection, risk assessment, personalized protocols, information selfdetermination right