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Personal data and personalization issues
Farafonov, Gerasim ; Sigmund, Tomáš (advisor) ; Pavlíček, Antonín (referee)
Society is currently finding itself in the middle of an information revolution, and only now begins to realize this fact. The primary currency in the new economy is user data and the enormous value is evident only to companies doing business with them. This thesis is dedicated to the protection of personal data in the context of the currently developing trend of personalization. Author sets out tools that make online tracking possible, compares the legislative regulation of the Czech Republic, the Russian Federation and the United States of America, evaluating the differences, trends, strengths and weaknesses in relation to the practice of creating profiles and behavioural targeting advertising. Subsequently, the author lists the additional risks of this trend for the freedom and privacy, lists general recommendations as well as recommendations for the users themselves to maximize the protection of privacy and personal data.
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