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

摘要： 高度个性化的定向广告在给数字平台和广告商带来巨大收益的同时，也引发了用户隐私担忧，如何平衡用户体验与广告投放对平台至关重要。分析了平台数据收集和广告价格对用户参与、广告商数量和平台利润的影响，并探讨了设置“一键关闭个性化广告按钮”机制的作用，即平台允许用户在不被数据跟踪时也能参与平台。研究表明：当按钮存在时，高隐私担忧用户关闭个性化，平台能够从低隐私担忧用户处采集比无按钮场景下更大比例的数据；通过调整广告价格，广告商和平台利润变化呈现一致性，广告商入驻数量和平台利润均随广告设计成本、广告侵扰和用户隐私担忧递减，随着个性化服务得益递增；不同平台在按钮机制下应采取不同策略，但降低广告侵扰、选择合适广告商入驻是平台持续盈利的重要手段。所得结论为平台决策和隐私保护政策制定提供了潜在参考价值。

关键词: 数据采集, 隐私保护, 定向广告, 双边市场