摘要
随着社交媒体平台的迅猛发展，广告投放已成为企业营销的重要手段，但用户隐私保护与广告效果之间的矛盾日益凸显。本研究旨在探讨如何在社交媒体广告中实现用户隐私保护与广告效果的平衡，提出一种基于数据分级与个性化推荐的平衡策略。研究采用定量与定性相结合的方法，通过问卷调查收集用户对隐私保护的态度及对广告接受度的数据，并结合实验设计验证不同隐私保护措施对广告点击率和转化率的影响。结果表明，适度的数据透明化和精准的用户分群能够显著提升广告效果，同时降低用户对隐私泄露的担忧。此外，引入差分隐私技术可有效保护用户数据安全，而不会过度削弱广告投放的精准性。本研究的创新点在于提出了一个综合考虑隐私保护强度与广告效果优化的动态平衡模型，为社交媒体平台提供了实践指导。主要贡献在于填补了现有研究中关于隐私保护与广告效果协同优化的空白，为行业制定相关规范提供了理论依据。
关键词：社交媒体广告；隐私保护；广告效果；数据分级；差分隐私技术
Abstract
With the rapid development of social media platforms, advertising placement has become a crucial marketing tool for enterprises. However, the contradiction between user privacy protection and advertising effectiveness has become increasingly prominent. This study aims to explore how to achieve a balance between user privacy protection and advertising effectiveness in social media advertising, proposing a balancing strategy based on data classification and personalized recommendation. A mixed-methods approach combining quantitative and qualitative methods was adopted, collecting data on users' attitudes towards privacy protection and their acceptance of advertisements through questionnaires, while experimental designs were used to verify the impact of different privacy protection measures on advertisement click-through rates and conversion rates. The results indicate that moderate data transparency and precise user segmentation can significantly enhance advertising effectiveness while reducing users' concerns about privacy leakage. Furthermore, the introduction of differential privacy technology can effectively safeguard user data security without excessively compromising the precision of targeted advertising. The innovation of this study lies in the proposal of a dynamic balancing model that comprehensively considers the strength of privacy protection and the optimization of advertising effectiveness, providing practical guidance for social media platforms. The primary contribution is filling the gap in existing research regarding the collaborative optimization of privacy protection and advertising effectiveness, offering a theoretical basis for the industry to establish relevant standards.
Keywords：Social Media Advertising; Privacy Protection; Advertising Effectiveness; Data Stratification; Differential Privacy Technology
目 录
摘要 I
Abstract II
一、绪论 1
(一) 社交媒体广告的发展背景与研究意义 1
(二) 用户隐私保护与广告效果的研究现状 1
(三) 本文研究方法与技术路线 2
二、用户隐私保护的技术与实践分析 2
(一) 隐私保护技术在社交媒体中的应用 2
(二) 用户隐私偏好与行为特征研究 3
(三) 数据收集与隐私保护的平衡策略 3
三、广告效果优化与隐私保护的权衡机制 4
(一) 广告精准度对用户隐私的影响评估 4
(二) 基于用户反馈的广告效果改进策略 4
(三) 隐私保护对广告转化率的作用分析 5
四、平衡策略的设计与实施路径 5
(一) 隐私保护框架下的广告投放模型 5
(二) 用户参与式隐私管理机制设计 6
(三) 社交媒体平台的责任与监管建议 6
结 论 8
参考文献 9
