A Study of Ethical Risk Issues in Computational Advertising Based on Data Algorithms

Algorithmic advertising independently matches and distributes advertisements, media, and users on the basis of algorithmic data, which improves the efficiency of advertising and branding, and meets the potential personalized needs of the majority of users. However, as the development of algorithmic advertising relies on the comprehensive mastery and analysis of user big data, the problem of algorithmic surveillance is becoming more and more prominent, and the hidden "bias" and "discrimination" behind the algorithm is also gradually emerging. This paper points out the problems of algorithmic neglect, bias and discrimination in computational advertising, and puts forward corresponding countermeasures to the problems arising from computational advertising, it's hoped that computational advertising can also realize benign and orderly development.