[20200306]IF11448_消费者数据如何通过数字广告影响竞争.pdf

https:/crsreports.congress.gov March 6, 2020How Consumer Data Affects Competition Through Digital AdvertisingControl of internet users personal data has become a widespread concern. Data-protection legislation has been implemented by states (e.g., the California Consumer Privacy Act) and other countries (e.g., the European Unions General Data Protection Legislation). Two bills introduced in the 116th Congress (S. 2637, S. 1578) would establish a national system through which individuals could request that their internet activity not be tracked. In addition to privacy implications, the collection of consumer data may affect competition among advertisers and among websites and apps that rely on digital ads as a source of revenue. This CRS product focuses on the competitive implications of the collection of large amounts of consumer data in digital advertising. As Congress considers legislation related to consumer data collection, there may be potential competitive effects to consider. Consumer Data in Digital Advertising Digital advertising allows advertisers to send targeted ads, so that different users viewing the same website or app at the same moment may see different ads. To de