关键词: 数据采集, 隐私保护, 定向广告, 双边市场

Abstract: Highly personalized and targeted advertising offers significant benefits to digital platforms and advertisers, but it also raises privacy concerns among users. Balancing user experience with effective advertising delivery is critical for platforms. This paper examines the impact of platform data collection and advertising prices on user activity, the number of advertisers, and platform profitability, and explores the role of the “one-click off personalized advertising button” a mechanism which allows users to participate on the platform without being tracked. The findings show that, when the button is available, users with high privacy concerns opt to turn off personalization. This enables platforms to capture a larger proportion of data from low privacy concern users compared to scenarios without the button. Both advertisers and platforms experience consistent profit changes when advertisement prices are adjusted. Specifically, as advertisement design costs, advertisement intrusion, and user privacy concerns increase, the number of advertisers and platform profits decrease. In contrast, when benefits from personalized services rise, both advertiser numbers and platform profits increase. Different platforms should adopt tailored strategies under the button mechanism. However, reducing advertisement intrusiveness and selecting the right advertisers are key factors in maintaining profitability. These findings provide valuable guidance for platform decision-making and development of privacy protection policies.

Key words: data collection, privacy protection, targeted advertising, two-sided market