数字广告平台的自我优待:场景、行为与反垄断执法的约束性条件  

Self-preferential Treatment of Digital Advertising Platforms: Contextual Integrity, Behaviors and Binding Conditions of Anti-monopoly Enforcement

作　　者：邓辉[1] Deng Hui

机构地区：[1]江西财经大学法学院

出　　处：《政法论坛》2022年第3期103-116,共14页Tribune of Political Science and Law

基　　金：国家社会科学基金重大项目“数字社会的法律治理体系与立法变革研究”(20&ZD178)的阶段性成果。

摘　　要：对数字广告平台自我优待行为的研究,应深入数字广告的技术和业务场景(信息流、市场供应链)进行观察,并在自我优待行为类型化的基础上展开讨论。数字广告平台的自我优待行为,导致对广告信息主体参与的限制以及对广告信息类型和传输的限制,具有显著的反竞争效果。我国反垄断法对于数字广告平台自我优待行为具有可适用性,但反垄断执法行为须符合两个约束性条件,即“数据须构成必要设施”以及“自我优待行为须不具正当理由”。广告交易所市场的广告需求数据、发布商广告服务器市场的出价请求数据、需求方平台市场的出价反馈数据皆满足“必要数据”的要件,而对自我优待行为具否正当理由的判断则需要考量该行为是否为正当商业行为、是否为交易相对人所自愿、是否为保护特定利益所必须、是否为实现最优经济规模所必须等因素。The research on the self-preferential behaviors of digital advertising platforms should be deeply observed in the technology and business scenarios(information flow,market supply chain)of digital advertising,and discussed on the basis of the types of self-preferential behaviors.The self-preferential behaviors of digital advertising platforms have led to restrictions on the participation of the advertising information subjects and the types and the transmission of advertising information,initiating remarkable anticompetitive ef fects to the market.Chinese anti-monopoly law is applicable to the self-preferential behaviors of digital advertising platforms.However,anti-monopoly enforcement actions must meet two binding conditions,namely“data must constitute necessary facilities”and“self-preferential behaviors must not be justified.”The advertisement demand data in the advertising exchange market,the bid request data in the publisher advertising server market and the bid feedback data in the demand-side platform market all meet the requirements of“necessary data”.The judgment of the justification of self-preferential behavior needs to consider factors such as whether the behavior is a legitimate business behavior,whether it is voluntary by the counterparty,whether it is necessary to protect specific interests,and whether it is necessary to achieve the optimal economic scale.

关 键 词：数字广告 平台自我优待 场景正义 反垄断 必要数据 

分 类 号：D922.294[政治法律—经济法学]