The legal construction of the protection of personal information rights in the era of big data should focus on the core issues of who will protect and how to protect them. The regulation of responsible subjects should change from identifiable to risk controllability, and from fragmentation to systematization in legislative norms. In terms of multiple protection, the supervision, self-discipline and management are promoted in parallel, and the litigation jurisdiction spans the cyberspace and the real society, so as to realize the effective protection and rational use of personal information. In order to accurately analyze how different users like different products, solve the problem of reasonably recommending products to different users, and improve the accuracy of the recommendation algorithm and the conversion rate of advertisement placement, a web crawler technology using Python is designed to crawl massive advertising data information, It simulates the behavior of users clicking on advertisements, generates tag data, and implements an intelligent advertisement recommendation process combined with collaborative filtering algorithms.