한국융합학회논문지 (Journal of the Korea Convergence Society)

  • 제9권3호
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  • Pages.231-240
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  • 2018
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  • 2233-4890(pISSN)
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  • 2713-6353(eISSN)
한국융합학회 (Korea Convergence Society)
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행태 광고의 개인정보 조치사항에 관한 연구

A Study on the Privacy Policy of Behavioral Advertising

  • 공희경 (충북대학교 경영정보학과/보안경제연구소) ;
  • 전효정 (충북대학교 글로컬 보안컨설팅 전문인력 양성사업단/보안경제연구소) ;
  • 윤석웅 (한국인터넷진흥원 개인정보점검팀)
  • 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)
  • 투고 : 2017.12.14
  • 심사 : 2018.03.20
  • 발행 : 2018.03.28
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초록

최근 들어 증가하고 있는 온라인 및 모바일 플랫폼 기반의 행태 광고에서 개인정보 처리에 대한 논의가 중요하게 부각되고 있다. 행태 광고는 자동수집장치를 이용하여 수집된 개인의 행태 정보를 기반으로 개인의 검색 구매이력, 취미 성향 등을 분석하여 활용한다. 따라서 개인정보 보호법에 의거하여 정의된 개인 식별정보나 민감정보는 아니라 할지라도 개인의 특성을 분석할 수 있는 다른 형태의 개인 정보를 수집 저장하게 되며 이로 인해 개인정보 유출사고 및 침해사고에 노출될 수 있다는 문제점을 내재하고 있다. 본 논문에서는 급격하게 성장하고 있는 온라인 및 모바일 플랫폼 기반의 행태 광고 관련 사업자들의 개인정보 처리방침 실태를 조사 분석해보고, 행태 정보에 적합한 개인정보 수집 저장 이용 과정에서의 조치사항에 대해 논의해 보고자 한다.

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.

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