Baidu cookie case: Compliance in big data-based precision marketing

By Wu Weiming, AllBright Law Offices

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

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