美国互联网广告业自我规制:多元主体与路径选择——以广告数据欺诈防范为切入点  

Self-Regulation of Internet Advertising Industry in the US:Multiple Subjects and Path Choices——Take the Prevention of Advertising Data Fraud as An Example

作　　者：张艳[1] ZHANG Yan(School of Journalism and Communication,Hebei University,Baoding 071002,China)

机构地区：[1]河北大学新闻传播学院,河北保定071002

出　　处：《编辑之友》2020年第7期108-112,共5页Editorial Friend

基　　金：2018年教育部人文社会科学研究青年基金项目“中国互联网广告行业自我规制研究”(18YJC860052)。

摘　　要：技术的发展让数据造假成本更低、隐蔽性更强,互联网广告业存在的数据欺诈行为乱象在全球范围内给广告及商业经济环境都带来了极大的损失。美国互联网广告业沿用自我规制的方式,由互联网媒体平台、广告科技公司以及行业联盟等多方角色构成的规制主体都在探寻有效的自我规制路径,以协同遏制数据欺诈,重建网络广告产业信任机制。The development of technology makes the cost of data fraud lower and more concealed.The data fraud in the Internet advertising industry has caused great losses to the advertising and commercial environment on a global scale.The Internet advertising has adopted the self-regulation method in the US.The regulatory bodies composed of Internet media platforms,advertising technology companies and industry alliances have adopted corresponding self-regulation measures,and they cooperate to prevent and control false data and rebuild the trust system of the online advertising industry.

关 键 词：美国 互联网广告 数据造假 自我规制 

分 类 号：G209[文化科学—传播学]