Big data-based precision marketing is a key manifestation of upgrades and transformation in the online advertising industry. However, in the development process, it has also faced legal and compliance issues. This column proposes to analyze this briefly in light of the Baidu cookie case.
Precision marketing refers to the process of constructing group profiles of users on the basis of big-data analysis, as well as accurately finding users and pushing product or service information to users by associating identification tags in the profiles with the identity information of internet users.
Senior Partner
AllBright Law Offices
Precision marketing can generally be divided into three stages: (1) constructing group profiles of users; (2) linking the profiles with specific identification information accurately to find users; and (3) pushing information to the target users.
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Wu Weiming is a senior partner at AllBright Law Offices
上海市浦东新区银城中路501号
上海中心大厦11及12层 邮编:200120
11/F and 12/F, Shanghai Tower
No. 501 Yincheng Middle Road
Pudong New Area, Shanghai 200120, China
电话 Tel: +86 21 2051 1000
传真 Fax: +86 21 2051 1999
电子信箱 E-mail:
wuweiming@allbrightlaw.com
