Divine Procedural Advertising: Taobao Jingdong cant find a closed entrance

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 Divine Procedural Advertising: Taobao Jingdong cant find a closed entrance


Why do you see familiar content on an app that has not yet done anything? Recently, questions about screen with ear have been raised online.

On April 9, Peng Mei News reported that, in addition to unauthorized eavesdropping, one of the culprits of the above-mentioned situation may be a kind of advertising technology which has already been applied in a mature global scope - procedural advertising. Procedural advertising can collect and mark usersbrowsing preferences by using unified user ID identification, and realize cross-App platform marketing.

According to Pengchao journalists, Taobao, Tencent, Baidu, Jingdong and todays headlines all display programmed advertisements in App, and the platform and platform will share large data of user portraits. However, these platforms emphasize that when communicating usersneeds with advertisers, users information will be anonymized and de-identified by technical means, and the processed information will not be used to identify specific natural persons.

Because these precise programmed advertisements know you better than you, users may worry that privacy is violated in the process of receiving advertisements. So, can these programmed personalized ads be closed? The answer is: in theory, it is possible. After closure, the relevance between advertisements and users will decrease, but the number of advertisements will remain unchanged. And more and more countries and regions also require Internet companies to provide this function.

However, according to the survey of surging journalists, the importance of Internet privacy in China is not optimistic. Compared with foreign websites and App, only a small number of domestic websites or App provide the closing channel of programmed advertising. Pengchao journalists also asked a number of large domestic Internet companies, most of which did not receive a reply, while some made it clear that they did not have this function at present.

Ali and Jingdong couldnt find a way to shut down procedural personalized advertising

In Alibabas Taobao, Tianmao and Hungry Platform, there are no pages that can close programmed personalized advertising in Jingdong, Sina Weibo, Zhihu and other platforms.

Among them, Jingdong mentioned in Privacy Policy that the recommendation window of Jingdong Platform has shielding function, and users can choose to shield advertisements they dont like. But for the procedural advertisements appearing on other platforms, Jingdong said that it should contact the platform for closure. You know and understand that the platform is an independent entity, and Jingdong can not manage it.

Tencents closure of the entrance is extremely concealed

Tencent platform can manage the push of programmed advertisements, but the entrance is hidden deeply. It is almost difficult for ordinary users to find, even if found, it is also difficult to set up.

In the micro-letter, enter I - Settings - About Wechat. Then click on the small word Wechat Privacy Protection Guide at the bottom of the screen, browse to How do we use information, click on the link about advertising, enter the Tencent Privacy Protection Platform page, then click on Manage the advertisements you see, and finally come to the Tencent Advertising Personalized Management page. Noodles.

On the special page of Tencent Advertising Personalized Management, the manageable categories of advertisements include displaying advertisements according to user information (such as information filled in when registering an account), displaying advertisements according to interaction between users and advertisers (such as over-praise and sharing of advertisements put by advertisers), displaying advertisements according to user categories and displaying advertisements according to user information provided by advertisers. Four categories, users can turn them off or on as needed.

It is noted at the bottom of the page that shutting down the above service means that the advertising system will no longer use the information to display advertisements for users, but it does not mean that users will see fewer advertisements or no more advertisements. During the shutdown of the service, you may still receive widespread advertisements.

Click Close, the page shows that the closure period is half a year, which means that the advertisement will start personalized recommendation again after half a year.

It seems as if the advertisement has been closed at last. However, users need to log in to this page before entering the micro-message. But after clicking on log in to micro-message, a two-dimensional code for micro-message login appears, which needs to be scanned by a mobile camera, and it is almost impossible to login directly with the function of scan the two-dimensional code in the picture of micro-message. In fact, the more realistic way is to login to the Tencent Advertising Personalized Management page (the entrance is at the bottom of the Tencent network, which is also difficult to find, but we will give you the link address: https://privacy.qq.com/ads/optout.html), and then log in by Wechat or QQ.

And please note that when Wechat enters I - Settings, there will be a Privacy secondary entry directly, but there is no function to manage personalized advertising. Although Wechat hides the relevant entrance deeply, QQ does not even give the page of personalized management of Tencent advertisement directly, and it can not find the way to close procedural advertisement in QQ Privacy Policy. If you want to turn off QQs personalized advertising recommendation, you must log on to the computer.

Few advertisements offer one-click shutdown programs

Of course, there are also some apps in China that can one-click shut down program advertising, such as todays headlines, IQY and Baidu.

For example, todays headline system settings have an advertising settings item, click on enter, you can see the programmed advertising display settings switch button. It is also noted in the settings that if turned off, the number of advertisements users see remains unchanged, but the relevance of advertisements will be reduced.

Stone of the Other Hills: Facebook and Twitter both offer prominent features

In 2018, when the EU General Data Protection Regulations came into force, some well-known foreign network products have been online related privacy functions, users can refuse personalized advertising.

For example, when Twitter registers, it pops up a switch button to accept personalized advertising. In the Interest and Advertising Data settings, users can also view and independently add Twitter usersinterests and hobbies, which are usually marked according to users behavior.

Facebook can choose to turn off or turn on personalized advertising push according to the categories of your interest, advertiser and your information in the advertising preference settings. Users can also find out how the target audience of the advertiser is related to the users who are being advertised in the settings page.

Relevant domestic norms are being formulated to allow users to withdraw from personalized display mode

On February 1, 2019, the National Information Security Standardization Technical Committee issued a message to solicit the opinions of Draft Specification for Personal Information Security of Information Security Technology for the whole society, and to standardize the display of procedural advertisements more specifically.

The revised draft adds such new contents as no compulsory collection of personal information requirements, personalized display and exit, third-party access point management.

The draft adds the definition of personalized display and specifies the relevant requirements in the chapter of personal information use. Article 1 stipulates that when pushing news or information services, personal information controllers should clearly mark the words personalized display and provide simple and intuitive options for the subject of personal information to withdraw from the personalized display mode.

The draft specifically mentions that when users opt out of personalized display mode, they should have the right to delete or anonymize the personal information on which the directional push activity is based. At present, this norm is still in the revision stage. As the relevant provisions on personalized advertising push have not yet landed, there are more restrictions onmalicious advertisingbullet window advertising and related provisions in China, which leads to the domestic websites and APPs do not attach much importance to the management function of procedural advertising. Zhao Zhengzhao, a well-known IT lawyer, told Pengchao News. Advertising formats abroad will pay more attention to usersprivacy and rights and interests of users choices than at home. At home, this awareness is not the strongest. The chief marketing officer of an Internet giant spoke frankly to a surging journalist. Source: Wang Fengzhi _NT2541

The draft specifically mentions that when users opt out of personalized display mode, they should have the right to delete or anonymize the personal information on which the directional push activity is based.

At present, this norm is still in the revision stage.

As the relevant provisions on personalized advertising push have not yet landed, there are more restrictions onmalicious advertisingbullet window advertising and related provisions in China, which leads to the domestic websites and APPs do not attach much importance to the management function of procedural advertising. Zhao Zhengzhao, a well-known IT lawyer, told Pengchao News.

Advertising formats abroad will pay more attention to usersprivacy and rights and interests of users choices than at home. At home, this awareness is not the strongest. The chief marketing officer of an Internet giant spoke frankly to a surging journalist.