The Use and Protection of Personally Non- Identifiable Information in Digital Behavioral Advertising in the Age of Big Data

Objectives: With the rapid growth of digital behavioral advertising that utilizes the personal information, this study examined the protection of personal information in digital behavioral advertising. Methods/Statistical Analysis: First, this study examined the growth of digital behavioral advertising and personally non-identifiable information. It also investigated the protection of personally non-identifiable information. Findings: It is necessary to strengthen the consumer’s rights to information control over personal information including personally non-identifiable information, not only for protection of personal rights but for sound and long-term development of digital two-way advertising industry and big data industry. This means that consumers can easily recognize and take actions on the utilization and protection of personal information in the process of two-way advertising, such as consent and notice of collecting personal information, rejection, and provision to the third party. By improving transparency of information circulation and securing trust of consumers, we can activate data circulation and develop big data industry and two-way advertising industry. Application/ Improvements: The significance of this study lies in that it tries to examine the protection and utilization of personally non-identifiable information, which was lacking institutional and theoretical discussions.