數據隱私權保護下之數位行銷發展方向

Abstract

本論文探討數位行銷產業於廣告投放時，所採用之數位軌跡與個人資料等數據使用，因近年數據隱私權受關注程度提升，而發生幾次重大漸進式政策變化帶來之影響與問題。分析主要國際大型媒體平台發佈商，以及國內外包含全球、日本、台灣之產業及相關企業之未來對應策略為何。本論文統整近年主要產業變革如歐盟GDPR規範，Apple iOS14系統變更，以及Google停止分享第三方Cookie發生之影響，討論如何在以上政策所影響之問題中，行銷產業在無法自由應用第三方數據的狀況下，未來產業之發展可能方向。論文前章首先從全球數位廣告市場，日本廣告市場及台灣廣告市場之產業分析開始著墨，進而帶入產業結構以及近年幾次隱私權法規限制所發生的主要數位行銷產業事件，並深入探討問題點以及影響範圍。然後藉由廣泛蒐集次級資料，廣告產業之國內外文獻、產業報、知識分享、新聞資訊情報和政府組織趨勢之相關書籍、研究論文、期刊、或報告等，並透過文獻分析方式了解目前主要科技巨擎BigFour GAFA (Google、Apple、Facebook、Amazon) 之主要對應方法，以及日本和台灣業界中指標企業如電通、博報堂等企業之對應方式，經過整理、分析、以及統整和歸納後，形成本研究的基礎理論和本研究的研究架構。研究結果與建議分析包括第一方數據應用的Data clean room數據潔淨室、Unified ID 2.0和建構CDP顧客數據平台在內之幾個方案，以及未來可能應用方式。希望提供相關業界及行銷人士作為決策訂定方向的參考，以期達到數位行銷產業之持續蓬勃發展並帶動人類社會之進步。

This paper provides the view in order to increase the attention towards digital footprint and personal data privacy in recent years, several major policy changes have brought due to digital marketing industry changes and high impact, as well as research on major international large-scale media platforms and marketing industries and the corresponding strategy of brand enterprises. This paper brings together several major industry events such as EU GDPR specification, Apple iOS14 system changes and Google stop sharing third-party cookies. It can be used as a reference for decision-making for industry professionals in future. The first chapter of the thesis starts with the industry analysis of the global digital advertising market including Japan and Taiwan advertising market, and then introduces the industrial structure and the major digital marketing industry events that have occurred due to privacy regulations in recent years, also talks about the problems and impacts. Afterwards, run thru with extensive collection of secondary data, related books, research papers, journals or reports of domestic and foreign literature, industry newspapers, knowledge sharing, information intelligence and government organization trends in the advertising industry, relevant references, also explore the literature analysis methods to understand the main corresponding of the current major technology giants of BigFour GAFA (Google, Apple, Facebook, Amazon), as well as the corresponding methods of Japanese and Taiwanese industry index companies such as Dentsu, Hakuhodo and other companies. A brief to provide industry people’s reference and suggestions of decision-making direction of the industry or company, in order to achieve the sustainable and vigorous development of the digital marketing and drive the progress of human society.