{"id":4732,"date":"2020-03-05T12:24:18","date_gmt":"2020-03-05T04:24:18","guid":{"rendered":"https:\/\/infolaw.iias.sinica.edu.tw\/?p=4732"},"modified":"2021-07-19T19:26:26","modified_gmt":"2021-07-19T11:26:26","slug":"%e8%8b%b1%e5%9c%8b%e8%b3%87%e8%a8%8a%e5%b0%88%e5%93%a1%e8%be%a6%e5%85%ac%e5%ae%a4ico%e8%ad%b4%e8%b2%ac%e7%b7%9a%e4%b8%8a%e5%8d%b3%e6%99%82%e7%ab%b6%e5%83%b9rtb%e5%bb%a3%e5%91%8a%e6%a5%ad%e8%80%85","status":"publish","type":"post","link":"https:\/\/infolaw.iias.sinica.edu.tw\/?p=4732","title":{"rendered":"\u82f1\u570b\u8cc7\u8a0a\u5c08\u54e1\u8fa6\u516c\u5ba4(ICO)\u8b74\u8cac\u7dda\u4e0a\u5373\u6642\u7af6\u50f9(RTB)\u5ee3\u544a\u696d\u8005\u5f15\u7528\u4e0d\u7576\u6cd5\u5f8b\u4f9d\u64da\u8655\u7406\u500b\u4eba\u8cc7\u6599"},"content":{"rendered":"

\"\" \u8a31\u6167\u7469<\/a>
\"\" 2020\u5e7403\u670805\u65e5<\/p>\n\n\n

\u5728\u7db2\u969b\u7db2\u8def\u8207\u500b\u4eba\u5316\u88dd\u7f6e\u666e\u904d\u8207\u5927\u91cf\u4f7f\u7528\u7684\u4eca\u65e5\uff0c\u7db2\u8def\u884c\u92b7\u6210\u70ba\u5404\u754c\u8e8d\u8e8d\u6b32\u8a66\u7684\u65b0\u9818\u57df\uff0c\u6709\u5225\u65bc\u50b3\u7d71\u5a92\u9ad4\u884c\u92b7\u7684\u65b9\u5f0f\uff0c\u7db2\u8def\u884c\u92b7\u53ef\u900f\u904e\u500b\u4eba\u5316\u88dd\u7f6e\u5373\u6642\u89f8\u78b0\u5230\u500b\u4eba\uff0c\u5982\u4f55\u5728\u6709\u9650\u7684\u6642\u9593\u5167\u7cbe\u78ba\u63a8\u64ad\u6709\u6548\u7684\u884c\u92b7\u5ee3\u544a\uff0c\u6210\u4e86\u5ee3\u544a\u696d\u8005\u6700\u611f\u8208\u8da3\u7684\u4e8b\u60c5\u3002<\/p>\n\n\n\n

\u8fd1\u4f86\u5ee3\u544a\u6280\u8853(adtech)\u5feb\u901f\u767c\u5c55\uff0c\u7dda\u4e0a\u5373\u6642\u7af6\u50f9 (real time bidding, RTB)\u5ee3\u544a\u696d\u8005\u6bcf\u5929\u5927\u7d04\u53ef\u6295\u653e\u9ad8\u9054\u6578\u5341\u5104\u5247\u7db2\u8def\u5ee3\u544a\uff0c\u82f1\u570b\u8cc7\u8a0a\u5c08\u54e1\u8fa6\u516c\u5ba4 (Information Commissioner’s Office, ICO)\u8003\u91cfRTB\u5ee3\u544a\u696d\u8005\u5728\u500b\u4eba\u8cc7\u6599\u8655\u7406\u53ef\u80fd\u9020\u6210\u500b\u4eba\u6b0a\u5229\u7684\u885d\u64ca\u8207\u81ea\u7531\u7684\u98a8\u96aa\uff0c\u9042\u65bc2019\u5e74\u63a1\u53d6\u884c\u52d5\u5c0dRTB\u5ee3\u544a\u696d\u8005\u5c55\u958b\u8abf\u67e5\u3002<\/p>\n\n\n\n

\u7a76\u7adfRTB\u662f\u751a\u9ebc? \u6709\u751a\u9ebc\u7279\u6b8a\u6027? <\/strong><\/p>\n\n\n\n

RTB\u70ba\u7a0b\u5e8f\u5ee3\u544a (programmatic advertisement) \u985e\u578b\u4e4b\u4e00\uff0c\u4ee5adtech\u70ba\u57fa\u790e\uff0c\u7d50\u5408\u5229\u7528\u500b\u4eba\u8cc7\u6599\u9032\u884c\u7cbe\u6e96\u884c\u92b7\u7684\u5ee3\u544a\u79d1\u6280\u3002\u5176\u904b\u4f5c\u65b9\u6cd5\u70ba\uff0c\u5ee3\u544a\u696d\u8005\u9996\u5148\u5fc5\u9808\u4ef0\u8cf4\u5e73\u53f0\u6240\u8490\u96c6\u7684\u500b\u4eba\u8cc7\u6599\uff0c\u9032\u884c\u500b\u4eba\u80cc\u666f\u8207\u504f\u597d\u5206\u6790\uff0c\u4ee5\u6295\u653e\u66f4\u8cbc\u8fd1\u500b\u4eba\u9700\u6c42\u7684\u5ee3\u544a\u985e\u578b\u3002\u96a8\u5f8c\uff0cRTB\u5ee3\u544a\u696d\u8005\u57fa\u65bc\u524d\u8ff0\u7684\u5206\u6790\u7d50\u679c\uff0c\u4ee5\u81ea\u52d5\u5316\u7a0b\u5f0f\u5728\u5f8c\u53f0\u7cfb\u7d71\u9032\u884c\u4ea4\u6613\u3001\u9700\u6c42\u3001\u4f9b\u61c9\u3001\u7ba1\u7406\u7b49\uff0c\u4ee5\u516c\u958b\u7af6\u50f9 (open auction) \u7684\u65b9\u5f0f\u5a92\u5408\u5ee3\u544a\u7248\u4f4d\u8cfc\u8cb7\u8207\u50f9\u683c\u512a\u5316\uff0c\u4e26\u53ef\u540c\u6642\u9032\u884c\u5373\u6642\u76e3\u6e2c\uff0c\u9019\u4e9b\u81ea\u52d5\u5316\u7a0b\u5e8f\u901a\u5e38\u5728\u6578\u79d2\u5167\u5c31\u53ef\u5b8c\u6210\u3002\u56e0\u70baRTB\u7cbe\u6e96\u884c\u92b7\u5c0d\u65bc\u500b\u4eba\u8cc7\u6599\u7684\u9700\u6c42\uff0c\u4e26\u4e14\u5177\u6709\u5256\u7e6a (profile) \u53ca\u81ea\u52d5\u5316\u6c7a\u7b56\u3001\u500b\u4eba\u8cc7\u6599\u5927\u898f\u6a21\u8655\u7406\uff08\u5305\u542b\u7279\u7a2e\u500b\u8cc7\uff09\u3001\u65b0\u8208\u79d1\u6280\u7684\u4f7f\u7528\u3001\u7d50\u5408\u6bd4\u5c0d\u4e0d\u540c\u4f86\u6e90\u7684\u500b\u4eba\u8cc7\u6599\u3001\u8ffd\u8e64\u5730\u7406\u4f4d\u7f6e\u8cc7\u8a0a\u8207\/\u6216\u884c\u70ba\u7b49\u7279\u8cea\uff0c\u5c0d\u65bc\u4f7f\u7528\u8005\u7684\u500b\u4eba\u8cc7\u6599\u7522\u751f\u83ab\u5927\u7684\u5f71\u97ff\u3002<\/p>\n\n\n\n

ICO\u7684\u8abf\u67e5\u5831\u544a<\/strong><\/p>\n\n\n\n

ICO\u5728\u6700\u8fd1\u5e7e\u6b21\u8abf\u67e5\u5831\u544a\u4e2d\uff0c\u8a8d\u70ba\u5ee3\u544a\u696d\u8005\u4f7f\u7528RTB\u9032\u884c\u500b\u8cc7\u8655\u7406\u4e4b\u6cd5\u5f8b\u4f9d\u64da\u4e0d\u751a\u6b63\u78ba\uff0c\u5efa\u8b70\u696d\u8005\u61c9\u53d6\u5f97\u8cc7\u6599\u7576\u4e8b\u4eba\u540c\u610f\u5f8c\u624d\u80fd\u8655\u7406\u500b\u4eba\u8cc7\u6599\uff0c\u4e26\u9808\u65bc\u9069\u7576\u671f\u9593\u5167\u8abf\u6574\u6539\u5584\u5176\u4f5c\u6cd5\uff0c\u4ee5\u7b26\u5408\u300c\u96b1\u79c1\u548c\u96fb\u5b50\u901a\u8a0a\u898f\u5247\u300d (Privacy and Electronic Communication Regulations, PECR) \u8207\u300c\u4e00\u822c\u8cc7\u6599\u4fdd\u8b77\u898f\u5247\u300d (General Data Protection Regulations, GDPR) \u7684\u898f\u5b9a\u3002\u5c0d\u6b64\uff0c\u67d0\u4e9b\u5ee3\u544a\u696d\u8005\u4e0d\u751a\u8a8d\u540c\uff0c\u8a8d\u70ba\u5176\u4f01\u696d\u8207\u4f01\u696d\u9593\u4e4b\u884c\u92b7\u9700\u6c42\u53ef\u4e3b\u5f35\u300a\u4e00\u822c\u8cc7\u6599\u4fdd\u8b77\u898f\u5247\u300b(General Data Protection Regulation, GDPR)\u300c\u5408\u6cd5\u5229\u76ca\u300d(legitimate interest) \u70ba\u500b\u8cc7\u5408\u6cd5\u8655\u7406\u4e4b\u4f9d\u64da\uff0c\u4e0d\u9700\u53e6\u5916\u53d6\u5f97\u5404\u5225\u7576\u4e8b\u4eba\u7684\u540c\u610f\u3002<\/p>\n\n\n\n

ICO \u63d0\u9192\u82e5\u5177\u5176\u4ed6\u500b\u8cc7\u8655\u7406\u4f9d\u64da\u6642\uff0c\u61c9\u512a\u5148\u9078\u64c7\u5176\u4ed6\u500b\u8cc7\u8655\u7406\u4f9d\u64da\uff0c\u4e0d\u5efa\u8b70\u5c07\u5408\u6cd5\u5229\u76ca\u8a2d\u5b9a\u70ba\u9810\u8a2d\u7684\u4f9d\u64da\uff1b\u4e26\u53cd\u99c1\u5ee3\u544a\u696d\u8005\uff0c\u8a8d\u70ba\u6309GDPR\u7684\u898f\u5b9a\uff0c\u4f01\u696d\u78ba\u5be6\u5f97\u65bc\u67d0\u4e9b\u60c5\u6cc1\u4e0b\uff0c\u96d6\u672a\u53d6\u5f97\u7576\u4e8b\u4eba\u540c\u610f\uff0c\u53ef\u4e3b\u5f35\u5177\u5176\u4ed6\u500b\u4eba\u8cc7\u6599\u5408\u6cd5\u8655\u7406\u7684\u4f9d\u64da\u9032\u884c\u500b\u8cc7\u8655\u7406\uff0c\u4e0d\u904e\uff0c\u8a72\u8655\u7406\u5fc5\u9808\u4ee5\u7d93\u78ba\u8a8d\u4e0d\u81f4\u904e\u5ea6\u640d\u5bb3\u500b\u4eba\u6b0a\u5229\u548c\u81ea\u7531\u70ba\u524d\u63d0\u3002\u96d6\u7136\u5176\u4ed6\u500b\u8cc7\u8655\u7406\u4f9d\u64da\uff08\u5c24\u5176\u662f\u518d\u53d6\u5f97\u7576\u4e8b\u4eba\u540c\u610f\uff09\u770b\u8d77\u4f86\u6bd4\u8f03\u9ebb\u7169\uff0c\u4f46GDPR\u7b2c6(1)(f)\u689d\u300c\u5408\u6cd5\u5229\u76ca\u300d\u4e4b\u500b\u8cc7\u5408\u6cd5\u8655\u7406\u4f9d\u64da\u4e26\u975e\u53ef\u81ea\u884c\u96a8\u610f\u8a8d\u5b9a\uff0c\u800c\u662f\u8981\u78ba\u8a8d\u7b26\u5408\u76ee\u7684\u6e2c\u8a66\u3001\u5fc5\u8981\u6e2c\u8a66\u8207\u5e73\u8861\u6e2c\u8a66\u4e09\u6bb5\u5f0f\u6e2c\u8a66\uff08three-part test\uff09\u3001\u4e8b\u524d\u5b8c\u6210\u500b\u4eba\u8cc7\u6599\u5f71\u97ff\u8a55\u4f30\uff08Data Protection Impact Assessment, DPIA\uff09\uff0c\u800c\u4e14\u63d0\u4f9b\u62d2\u7d55\u6b0a\uff08right to object\uff09\u884c\u4f7f\u6a5f\u5236\uff0c\u63d0\u4f9b\u500b\u8cc7\u7576\u4e8b\u4eba\u62d2\u7d55\u8cc7\u6599\u7ba1\u7406\u8005\u6216\u7b2c\u4e09\u4eba\u8655\u7406\u5176\u500b\u4eba\u8cc7\u6599\u3002<\/p>\n\n\n\n

\u300c\u5408\u6cd5\u5229\u76ca\u300d\u770b\u4f3c\u6700\u5177\u5f48\u6027\u7684\u8655\u7406\u4f9d\u64da\uff0c\u4f46\u5728\u5927\u591a\u6578\u7684\u60c5\u6cc1\u4e0b\uff0c\u56e0\u300c\u5408\u6cd5\u5229\u76ca\u300d\u4fc2\u7531\u8cc7\u6599\u7ba1\u7406\u8005\u6216\u7b2c\u4e09\u4eba\u8aaa\u660e\u8cc7\u6599\u8655\u7406\u4e4b\u76ee\u7684\u3001\u63d0\u4f9b\u8a8d\u5b9a\u8cc7\u6599\u8655\u7406\u7b26\u5408\u5408\u6cd5\u6b0a\u76ca\u4e4b\u89e3\u91cb\uff0c\u53e6\u984d\u5916\u63d0\u4f9b\u5c0d\u65bc\u8cc7\u6599\u7576\u4e8b\u4eba\u5f71\u97ff\u6b63\u7576\u5316\u4e4b\u8b49\u660e\uff0c\u5305\u62ec\u5fc5\u8981\u6027\u6e2c\u8a66\uff0c\u8207\u5e73\u8861\u6e2c\u8a66\u7b49\uff0c\u4ee5\u5229\u98a8\u96aa\u8fa8\u8b58\u8207\u61c9\u8a72\u63a1\u53d6\u7684\u5c0d\u61c9\u63aa\u65bd\u7b49\uff0c\u53cd\u800c\u6c92\u6709\u6bd4\u8f03\u5bb9\u6613\u3002\u66f4\u4f55\u6cc1\u5728RTB\u7576\u4e0b\uff0c\u53ef\u80fd\u6d89\u53ca\u5fc5\u9808\u53d6\u5f97\u7576\u4e8b\u4eba\u540c\u610f\u624d\u53ef\u9032\u884c\u500b\u8cc7\u8655\u7406\u4e4b\u7279\u7a2e\uff08\u654f\u611f\u6027\uff09\u500b\u8cc7\uff08\u7de8\u6309\uff1a\u7279\u7a2e\uff08\u654f\u611f\u6027\uff09\u500b\u8cc7\u4ee5\u4e0d\u80fd\u8655\u7406\u70ba\u539f\u5247\uff0c\u9664\u975e\u5177\u6709GDPR\u7b2c9(2)\u689d\u4e4b\u76f8\u95dc\u898f\u5b9a\uff09\u3002ICO\u5efa\u8b70\u5ee3\u544a\u696d\u8005\u61c9\u4ee5\u5118\u901f\u4fee\u6b63\u500b\u8cc7\u8655\u7406\u4f9d\u64da\u2500\u2500\u61c9\u4ee5\u53d6\u5f97\u7576\u4e8b\u4eba\u540c\u610f\u70ba\u500b\u8cc7\u8655\u7406\u4f9d\u64da\uff0c\u6216\u662f\u505c\u6b62\u8655\u7406\u500b\u8cc7\u3002<\/p>\n\n\n\n

\u5176\u6b21\uff0cICO\u5728\u5831\u544a\u6307\u51fa\uff0c\u7d93\u6aa2\u8996\u90e8\u5206\u696d\u8005\u7684RTB\u5951\u7d04\uff0c\u767c\u73fe\u5951\u7d04\u689d\u6b3e\u96d6\u5c0d\u65bc\u7d93\u7af6\u6a19\u53d6\u5f97\u7684\u8cc7\u6599\u6703\u88ab\u5982\u4f55\u7dad\u8b77\u3001\u5206\u4eab\u3001\u8207\u522a\u9664\u5177\u6709\u76f8\u95dc\u689d\u6b3e\u6240\u898f\u7bc4\uff0c\u4f46ICO\u8a8d\u70ba\u50c5\u4ee5\u300c\u5951\u7d04\u300d\u4f5c\u70ba\u500b\u8cc7\u8655\u7406\u4f9d\u64da\u662f\u4e0d\u8db3\u5920\uff0c\u696d\u8005\u61c9\u4ee5\u5176\u4ed6\u66f4\u660e\u78ba\u8207\u5b8c\u6574\u7684\u65b9\u5f0f\uff0c\u544a\u77e5\u500b\u4eba\u8cc7\u6599\u7576\u4e8b\u4eba\u5176\u65bc\u9032\u884cRTB\u6642\u5c07\u6703\u5982\u4f55\u8655\u7406\u5176\u500b\u4eba\u8cc7\u6599\uff0c\u4ee5\u53ca\u5176\u500b\u4eba\u8cc7\u6599\u5f8c\u7e8c\u53ef\u80fd\u6703\u88ab\u5982\u4f55\u5206\u4eab\u3002\u53e6\u5916ICO\u7279\u5225\u63d0\u9192\uff0c\u67d0\u4e9b\u696d\u8005\u5efa\u7acb\u8207\u5206\u4eab\u500b\u4eba\u8cc7\u6599\u6a94\u6848\u7684\u5927\u898f\u6a21\u5256\u7e6a (large-scale profiling) \uff0c\u5df2\u7d93\u9054\u5230\u6cd5\u5f8b\u898f\u5b9a\u5fc5\u9808\u5728\u500b\u8cc7\u8655\u7406\u524d\u5c31\u61c9\u5b8c\u6210\u5f71\u97ff\u8a55\u4f30 (impact assessment)\uff0c\u5728\u672a\u5b8c\u6210\u5f71\u97ff\u8a55\u4f30\u524d\u9015\u81ea\u8655\u7406\u500b\u4eba\u8cc7\u6599\uff0c\u5be6\u5df2\u9055\u53cd\u6cd5\u5f8b\u7684\u898f\u5b9a\u3002<\/p>\n\n\n\n

ICO \u5c0dRTB\u5ee3\u544a\u696d\u8005\u7684\u8abf\u67e5\u9032\u5ea6<\/strong><\/p>\n\n\n\n

ICO\u5728\u767c\u4f48\u5831\u544a\u5f8c\u66fe\u7d93\u4e00\u5ea6\u56e0\u70baCOVID-19\u75ab\u60c5\u7de3\u6545\uff0c\u505c\u6b62\u5c0d\u65bc\u5ee3\u544a\u696d\u8005\u7684\u8abf\u67e5\uff0c\u4f46\u57282021\u5e74\u53c8\u91cd\u65b0\u555f\u52d5\u3002\u65bc\u6b64\u540c\u6642\uff0c\u611b\u723e\u862d\u516c\u6c11\u81ea\u7531\u59d4\u54e1\u6703 (ICCL) \u4ea6\u57282021\u5e746\u6708\u4e2d\uff0c\u5728\u5fb7\u570b\u6cd5\u9662\u5c0d\u8de8\u570b\u7dda\u4e0a\u5ee3\u544a\u696d\u8005\u4f7f\u7528RTB\u63d0\u8d77\u8a34\u8a1f\uff0cgoogle, amazon, Facebook\u548cTwitter\u7b49\u79d1\u6280\u5de8\u982d\u4e5f\u90fd\u88ab\u5217\u70ba\u8a34\u8a1f\u88ab\u544a\u3002\u5f8c\u7e8c\u5c07\u6703\u5982\u4f55\u767c\u5c55\uff0c\u8b93\u6211\u5011\u62ed\u76ee\u4ee5\u5f85\u3002<\/p>\n\n\n\n

\u5099\u8a3b\uff1aICO\u5217\u793a\u6578\u9805\u300c\u53ef\u80fd\u5c0e\u81f4\u9ad8\u98a8\u96aa\u300d (likely to result in high risk) \u4e4b\u500b\u8cc7\u8655\u7406\u985e\u578b\uff0c\u4e26\u8981\u6c42\u6d89\u53ca\u4e0b\u5217\u8cc7\u6599\u8655\u7406\u884c\u70ba\u6642\uff0c\u65bc\u9032\u884c\u524d\u90fd\u5fc5\u9808 (mandatory) \u5148\u5b8c\u6210\u500b\u8cc7\u4fdd\u8b77\u5f71\u97ff\u8a55\u4f30 (DPIA) \u59cb\u5f97\u70ba\u4e4b\u3002<\/p>\n\n\n\n

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\u8cc7\u6599\u4f86\u6e90<\/strong><\/p>\n\n\n\n