2018
Privacy risks of internet advertising and how they are and should be addressed by GDPR and ePrivacy
MÍŠEK, Jakub a Jan TOMÍŠEKZákladní údaje
Originální název
Privacy risks of internet advertising and how they are and should be addressed by GDPR and ePrivacy
Autoři
MÍŠEK, Jakub a Jan TOMÍŠEK
Vydání
Cyberspace 2018, 2018
Další údaje
Jazyk
angličtina
Typ výsledku
Prezentace na konferencích
Obor
50500 5.5 Law
Stát vydavatele
Česká republika
Utajení
není předmětem státního či obchodního tajemství
Organizační jednotka
Právnická fakulta
Klíčová slova anglicky
E-Privacy;Profiling;Cookies;Personal data protection
Příznaky
Mezinárodní význam, Recenzováno
Změněno: 2. 12. 2018 22:31, JUDr. MgA. Jakub Míšek, Ph.D.
Anotace
V originále
Modern internet advertising technologies such as real time bidding (RTB) combined with cookie matching cause distribution of data about website viewers across broad network of actors and enable targeted delivery of ads based on this distributed data merged with existing datasets. Potential aggregation of such data by any of these actors and its use for unexpected purposes such as political microtargeting and even manipulation pose significant privacy risk. This paper shall present the current internet advertising technologies such as RTB, analyse their privacy risks in detail and discuss how the current and future EU personal data and ePrivacy legislation applies and should to use of these technologies. The focus of the paper will be the interplay between the General Data Protection Regulation (GDPR) and the current Privacy directive with a view to its interpretation by European data protection authorities and implementation in the Czech Republic. Based on the discussion of the shortcomings of the current framework, suggestions for applying the GDPR to internet advertising technologies as well as regulating them in the currently negotiated Privacy regulation will be made.
Návaznosti
| MUNI/A/1015/2017, interní kód MU |
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