정보주체의 권리와 개인 관련 데이터에 관한 소고 - 온라인 맞춤형 광고를 중심으로 -

The development of technologies such as big data, artificial intelligence, and cloud services is changing our lives. We obtain necessary information, interact with people, and purchase goods and services in real time through online platforms, and in this process an unprecedented amount of data is generated, collected and shared. Now, it is necessary to discuss what data privacy means and how to understand and protect the rights of data subjects. Current personal information protection methods, which collect personal information based on the consent of the information subject, use it for prescribed purposes, and discard the used information, have limitations in protecting personal data. Personal data is collected, processed, and analyzed every moment of using the Internet or mobile apps and shared with multiple entities. Online targeted advertising is a cross section that well reveals this awareness. Governing online targeted advertising is a difficult issue to reconcile data utilization and privacy protection, but it is imperative at this point. In order to minimize privacy concerns while maintaining its utility, it should be considered restricting targeted advertisements towards vulnerable groups such as minors or based on sensitive information. Special measure should be also devised to substantially guarantee control of the data subjects and prevent excessive data collection. In addition to strengthening transparency to restore the users' trust, we need to examine whether alternative advertising methods can be an appropriate means for data privacy protection from the viewpoint of data subject, not advertisers.