The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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Analysis and Proposal of "Do Not Track" Regulations for Online Behavioral Advertising

온라인 행동기반 맞춤형 광고를 위한 온라인 추적 금지 제도 분석 및 제안

  • Choi, Jinju (Yonsei University, Graduate School of Information) ;
  • Lee, Chunghun (Yonsei University, Graduate School of Information) ;
  • Kim, Beomsoo (Yonsei University, Graduate School of Information)
  • 최진주 (연세대학교 정보대학원 지식서비스보안과정) ;
  • 이충훈 (연세대학교 정보대학원 지식서비스보안과정) ;
  • 김범수 (연세대학교 정보대학원 지식서비스보안과정)
  • Received : 2012.10.04
  • Accepted : 2012.11.23
  • Published : 2012.11.30
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Abstract

As Online Behavioral Advertising is dramatically growing with usefulness of information and user convenience in recent years, there are privacy issues caused by collecting user's behavioral information without their consent. To tackle the problem, the need of Do Not Track regulations is getting much higher. In Korea, however, it has never existed. So, this study is examining the case of the major countries have been enforcing the law and regulations of DNT. After that, it is classified with four domain (law/regulation, corporation, individual, society) to include all stakeholders of OBA. Furthermore, this study may have academic significance by suggesting DNT framework through analysis of them. Providing DNT mechanism consisted of three type (behavioral information, control, DNT system), it can be useful guidelines for companies to support decision making as introduced DNT. As analyzed between DNT and stakeholders based on the study of OBA market, it will be useful basic material of OBA study later.

온라인 행동기반 맞춤형 광고(Online Behavioral Advertising)는 정보의 유용성과 사용자 편리성으로 인해 빠르게 성장하고 있다. 하지만 사용자의 동의 없는 행동정보 수집으로 인한 프라이버시 침해 문제로 Do Not Track 제도의 필요성이 높아지고 있다. 그러나 국내에서는 체계적이고 공통적인 기준을 제공하는 DNT 관련 법률이 존재하지 않는다. 따라서 본 연구에서는 DNT 관련 제도를 수립하여 시행중인 주요 국가의 사례를 조사한 다음, OBA의 이해관계자들을 모두 포함할 수 있도록 법(제도), 기업, 개인, 사회 4가지 영역으로 분류 및 분석하여 DNT 프레임워크를 제시하였다. 이러한 프레임워크를 통하여 행동정보 유형과 통제 유형, DNT 시스템 유형으로 구성된 DNT 매커니즘을 제공함으로써, 기업들이 관리해야 할 정보와 통제 방법 그리고 적합한 시스템 선택에 대한 의사결정을 지원하는 데 의의가 있다. 또한 OBA 시장 전체에 대한 연구를 바탕으로 각 이해관계자들 간의 DNT 영향 관계를 분석하였기 때문에 향후 OBA 관련 연구에 대한 기초자료로 활용할 수 있을 것이다.

Keywords

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