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

By Wu Weiming, AllBright Law Offices
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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.

吴卫明-WU-WEIMING-锦天城律师事务所-高级合伙人-Senior-Partner-AllBright-Law-Offices
WU WEIMING
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

Allbright-Law-Offices 锦天城律师事务所

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

www.allbrightlaw.com