글로벌 디지털 플랫폼의 맞춤형 광고를 위한 이용자 정보 수집 및 활용 범위에 관한 연구: 구글, 페이스북, 아마존의 데이터 활용 원칙을 중심으로 (A study on the range of user information collection and use for customized advertisements on global digital platforms: Focusing on Google, Facebook, and Amazon)

서지정보

· 발행기관 : 한국정보사회학회
· 수록지 정보 : 정보사회와 미디어 / 21권 / 3호 / 89 ~ 119페이지
· 저자명 : 이영주, 채정화

초록

본 연구는 구글, 페이스북, 아마존이 수집하는 사용자 데이터의 유형과 특성을 살펴보고, 각 플랫폼이 맞춤형 광고를 위해 활용하는 이들 정보의 특성을 비교 분석하였다. 연구결과, 첫째, 세 플랫폼은 공통적으로 가입 시 필요한 사용자의 기본 정보, 웹에서의 활동 정보, 구매 및 거래 정보를 수집하는 한편 각 플랫폼은 검색 기반, 소셜 네트워크 기반, 커머스 기반이라는 플랫폼 특성에 따라 차별적인 사용자 정보를 수집하였다. 둘째, 각 디지털 플랫폼은 주 서비스의 속성에 따라 사용자 생성 정보가 상이하고 사용자가 제공하는 정보의 범주 및 선택권도 차별적으로 나타났다. 데이터 제공 주체로부터 제공받은 정보와 공유 정보에 대한 선택권의 경우 구글이 3rd party로부터 제공받는 정보 공개에 있어서 가장 소극적인 입장을 취하는 것으로 나타났다. 마지막으로 각 플랫폼의 온라인 맞춤형 광고를 위한 데이터 활용 범위는 페이스북과 아마존이 맞춤형 광고를 위한 정보 활용도가 높으며 타사 정보와의 결합을 통해 다각적으로 활용하고 있는 것으로 조사되었다.

영어초록

This study examined the characteristics of data collected from users by Google, Facebook, and Amazon, and analyzed the difference in options between the information provided by the data creator and provider. Furthermore, among the information collected by each digital platform, the characteristics of the information used for online customized advertisement were compared and analyzed. The specific research questions are as follows: ∙Research Question 1: What are the characteristics of data collected directly from users and automatically collected by Google, Facebook, and Amazon? ∙Research Question 2: What are the differences between Google, Facebook, and Amazon's data creators (users) and data providers (websites and 3rd parties) in terms of information provision and information sharing options? ∙Research Question 3: What are the differences in user data that Google, Facebook, and Amazon use for online personalized advertising? As a result of the study, the three platforms commonly secure basic user information required for sign-up, activity information on the web, and purchase and transaction information, while user information was collected according to the platform characteristics such as search, social network, and commerce. Second, in each digital platform, user-generated information is different according to the attributes of the main service, and the categories and options of information provided by users are also different. When it comes to the choice of information and sharing information provided by the data provider, it was found that Google took the most passive position in disclosing information provided by 3rd parties. It seems that the digital platform is attempting to secure a competitive advantage through exclusive management of data in that the competitiveness of the combined information is determined according to the information provided from the 3rd party and the quantity and quality of the information held by the digital platform. Lastly, it was investigated that Facebook and Amazon have a higher range of data use for online personalized advertising and are using it in various ways by combining information with other companies.
The results of this study are expected to have considerable implications in conjunction with the implementation of 3 kinds of Data Acts. These are consisted of ▲ Amendment of 'Personal Information Protection Act Amendment' that adds the concept of pseudonym information so that it can be used for statistical purposes, research, etc. ▲“Information and Communication Network Act Amendment” that transfers personal information-related content to the Personal Information Protection Act ▲ 'Credit Information Act Amendment' that uses and provides pseudonym information without the consent of the subject of credit information for commercial statistics preparation, research, and preservation of public interest records. Through the revision of the law, it is expected that domestic operators will also use information that has been de-identified so that individuals cannot be identified without the combination of additional information. However, at the same time as the possibility of using personal information is expanded, transparency in the scope of data collection and use performed by the digital platform must be further strengthened, and in particular, it is necessary to clearly inform users of what data they create and who the data is shared with.
In this study, we analyzed only the three platforms that have a high share in the digital advertising market and are the most active in customized advertising. However, it is necessary to track whether the online customized guidelines are well observed by expanding the research targets to various domestic and foreign platforms in the future.

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