• The Journal of the Korea Contents Association
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• v.19 no.12
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• pp.376-388
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• 2019

One important online marketing practice to emerge in recent years is online behavioral advertising. Online behavioral advertising entails a range of issues, including the following: personal information collection and usage agreements (three conditions: no agreement, agreement, or agreement with a reward), consumers' levels of perceived personalization (low vs. high), and consumers' level of online privacy concerns (low vs. high). The effects of all these is what this study is designed to examine, as it evaluates online behavioral advertising. Study findings suggest that types of information collection and usage agreement play a pivotal role in the evaluation of online behavioral ads. Individuals who provided the informed consent form with the possible reward had a more favorable attitude toward the brand than individuals who provided the informed consent form without a possible reward. In terms of personalization, the level of perceived personalization of the advertising message impacted consumers' attitudes toward the online behavioral ad and toward the brand. Finally, online privacy concerns appear to impact consumers' attitudes toward the online behavioral ad and toward the brand. Theoretical and practical implications are also discussed.

• The Journal of Korea Institute of Information, Electronics, and Communication Technology
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• v.14 no.3
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• pp.175-183
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• 2021

As concerns about users' privacy infringement on Online Behavioral Advertising(OBA) increase, regulators are taking measures such as drawing up guidelines for OBAs, and websites provide OBA guidance in compliance with such guidelines. As a result of reviewing the status of providing OBA guidance on websites, access to OBA guidance pages was rather complicated. In order to analyze the issue from the UI/UX perspective, following the "Guidelines for Privacy in Online Behavioral Advertising" applied to all types of OBA transmitted on websites, this study aims to structuralize a navigation of page movement from two starting points, 1) Main Page, 2) The page where OBA is delivered, to OBA guidance pages. Also, with understanding the problems found in the access and navigation of OBA guidance pages by analyzing features found during the page navigation, such as hyperlinks containing keywords, and movement pages.

• Journal of Convergence for Information Technology
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• v.11 no.1
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• pp.71-79
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• 2021

This study looked at the conflict between the aspect of the use of personally non-identifiable information for the development of the big data industry and the digital advertising industry and the aspect of personal information protection. In order to achieve the research purpose, this study focused on literature research such as thesis, legal texts, administrative regulations, and recent media articles. As a result of this study, the main issues related to the protection of personally non-Identifiable Information in digital behavioral advertising were 'conflict between freedom of advertising expression and personal rights', 'personalization of unidentifiable information', 'information imbalance'. In this regard, as measures to protect personally non-identifiable information in digital behavioral advertising, it was proposed to 'harmonize with freedom of advertising expression and personal rights, 'improve notification and consent. process', and 'reinforce the right to control personal information'.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.73-82
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• 2022

As digital advertising industry grows, consumers' concerns over personal information protect also rise. Thus, the current study is designed to explore college students' perspectives on digital behavioral advertising and personal information protection through in-depth interviews. According to study results, importance of personal information protection is highly regarded among college students and interviewees suggest individuals, companies, and government organizations work together to protect personal information. College students' behavioral level of personal information protection can be divided into three levels such as 1) no-action taken, 2) passive response, and 3) active response. The study found that college students' attitude toward digital behavioral advertising is positive and also negative at the same time. Lastly, the study suggests that college students have positive attitude toward companies' personal information collection and use for the marketing purpose such as digital behavioral advertising. At the discussion section this study puts emphasis on the need for digital media literacy education and suggests practical implications for personal information collection and its procedures.

• Journal of Broadcast Engineering
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• v.15 no.5
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• pp.632-641
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• 2010

This paper shows the research about the personalized broadcasting system. The personalized broadcasting is the service that users only show the programs which they want to watch when they want to watch these. The purpose of the bi-directional broadcasting service is supporting more satisfied and more personalized services by permitting the bi-directional data transformation. This research also develops the user profiling system for the bi-directional and personalized broadcasting service. This system applied the TV-Anytime metadata specifications which is the standard for the personalized broadcasting services, the system supports the various functions for the bi-directionl and personalized broadcasting such as the user profiling, contents metadata and targeting advertisement services. The bi-directional and personalized broadcasting system increases the users' satisfaction with the recommendation and management of the personally favorite broadcasting contents and advertisements, the trial run results show that the services raise the users' satisfaction with the intelligent and discriminating broadcasting services.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.14 no.1
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• pp.139-146
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• 2014

This paper proposes a new personalized mobile advertising service using a smartphone connected with a digital signage which is increasingly common for out-of-home advertising. The advertising contents can be transferred with their metadata to a digital signage. Then, the signage delivers only metadata to smartphones in close proximity of it. Based on the user's preference, an application on a smartphone stores advertising metadata and publishes a personalized advertising e-catalog automatically. A smartphone user can browse, edit and share it with friends. In the view of extension of the reach of the advertising contents of various N-Screen devices including a digital signage and a smart TV to a smartphone and supplying personalized advertising data, this advertising model will be very beneficial and commercialized in the near future.

• Proceedings of the Korea Information Processing Society Conference
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• 2014.04a
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• pp.331-334
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• 2014

본 논문에서는 멀티미디어 디지털 기기와 스마트폰 어플리케이션의 통신을 통한 개인 맞춤형 광고에 대해 연구하였다. 디지털 기술의 발전으로 TV, 인터넷, 디지털 사이니지 등 광고를 적용 할 수 있는 분야가 다양해지고 있지만, 광고를 대처하는 방법은 광고에 나오는 정보를 검색해서 구매하는 방식을 넘어서는 크게 발전하지 않았다. 이러한 발전의 제약을 해소하고자 광고를 효율적으로 활용하기 위한 방법을 연구하였다. 본 연구에서는 디지털 기기에서 보여주는 광고 정보를 블루투스 통신을 통해 스마트폰 어플리케이션에 정보를 전달해주고 어플리케이션은 광고에서 받은 정보를 자신의 선호도 및 필요정도에 따라 저장 및 구매까지 바로 할 수 있는 방법을 연구하였다. 향후 와이파이 통신 연결 개발을 통해 1:1 통신이 아닌 1:다(多)인 연결로 광고 정보를 전달하여 여러 사용자가 동시에 광고에 대한 정보를 활용 할 수 있도록 할 것이다.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.19 no.6
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• pp.1359-1367
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• 2015

Digital Signage is a service which displays a variety of information or advertizement on digital display connected with communication network in commercial or public places. In this paper, We present a digital signage software solution named Xibo4u providing personalized advertisement. Xibo4u is composed of a server managing category and contents of advertisement, digital displays showing advertisement based on the categories specific to customers, and a smartphone application which enables customers to designate their favorite categories of advertisement. Xibo4u is developed by extending the Xibo open source software.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2019.11a
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• pp.237-239
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• 2019

최근 인터넷 영상 매체가 발전하고 대중화되며 이를 통한 광고 효과가 커지고 있다. 이들 영상에 관련된 광고를 자동으로 연결할 수 있다면 효과적일 것이다. 본 논문은 딥러닝 검출 툴을 적용한 영상 카테고리 분류 기법을 제안한다. 이 기법은 주어진 영상을 몇 가지 카테고리로 분류하고, 분류 정보를 바탕으로 관련성이 높은 광고를 연결지어, 결과적으로 영상 시청자에게 맞춤형 광고를 제시한다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.2
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• pp.492-497
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• 2019

This study analysed the legal concept of personal information(PI), which was not differentiated from behavioral information, and established it clearly for invigorating online targeted advertising(OTA), which draw attention in big data era; by selecting Guidelines of Assessment of Data Breach Incident Factors and Guidelines of Measures for No-Identifying Personal Information based on Personal Information Protection Act(PIPA) and Enforcement Decree of the PIPA. As a result, PI was defined as any kind of information relating to (1)a living individual(not group, corporate body or things etc.); (2)makes possibly identify the individual by his or her identifiers such as name, resident registration number, image, etc. (not included if not identify the individual); and (3)including information like attribute values which makes possibly identify any specific individual, if not by itself, but combined with other information which can be actually collected and combined). Specifically, PI includes basic, proper distinguishable, sensitive and other PI. It is suggested that PI concept should be researched continually with digital technology development; the effectiveness of the Guidelines of PI Protection in OTA, the legal principles of PI protection from not only users' but business operators' perspectives and the differentiation between PI and behavioral information in OTA should be researched.