In the era of big data, personal information protection of targeted advertising are different in concept and system at different countries. “The Framework of the Standard" is established according to the classification system of protection of different information types, making the identity related information protection as a key direction in the advertising regulatory. They constitute the important content of advertising regulation in the industry self-discipline . However, there are many problems in “The Framework of the Standard ", such as the lack of systematic protection of users’ rights, weak standardized operation and supervision mechanism, ect. Through the analysis presented from the perspective of improving the protection of personal information , targeted advertising governance in the big data era should enhance innovation ideas and personal information protection systems.