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Personal data protection and cookies
Svetlík, Adam ; Stupka, Václav (referee) ; Míšek, Jakub (advisor)
This thesis deals with an analysis of cookies, a specific field of personal data protection. In particular, the thesis examines the legal aspects of the technology, as well as their insufficiencies. Besides that, it provides an analysis of several examples of privacy violations caused by cookies.
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Microtargeting Internet Advertisement on Specific Person
Fišer, Martin ; Veselý, Vladimír (referee) ; Polčák, Libor (advisor)
This thesis demonstrates the possibilities of using advertising platforms to target internet advertising to a specific person. It describes the basic ways of targeting internet advertising that are commonly used today and the principles of the automated auction with digital advertising. During this process, excessive collection and sharing of personal data between different entities can occur, so the thesis further analyzes the legal norms that try to address this issue. The thesis includes the implementation of a new system that allows targeting internet advertising to a specific person. This system creates ads through the Seznam Sklik ad platform and uses retargeting to target. The functionality was verified with the participation of 4 people targeted by an advertisement created by the new system within 1 week. In total, ad impressions were detected on 15 of the 20 most visited websites in the Sklik content network. The thesis showed that the Seznam Sklik ad platform can be misused to perform sniper-targeting, a worrying finding given the potential violation of user privacy.
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Legal aspects of online behavioural advertising
Maršál, Jiří ; Kučera, Zdeněk (advisor) ; Zvára, Michael (referee)
In 2022, the AdTech industry is on the verge of a significant makeover. In addition to technological changes caused by the phasing out of third-party cookies, real-time bidding systems used for online behavioural advertising (OBA) are subject to fierce criticism by privacy advocacy groups. Moreover, the concerns about privacy deficits in advertising ecosystems are starting to translate into regulatory attention. In February 2022, the Belgian data protection authority sanctioned IAB Europe - the ambassador of one of the largest real-time bidding ecosystems in Europe - for failure to ensure lawful data processing. Considering the recent developments, this paper aims to ascertain how online behavioural advertising is governed by current privacy laws and verify whether the prescribed legal requirements are observed in practice. Before assessing its legal aspects, it was first necessary to examine online advertising from a technological perspective. The first part of this paper provides an introduction into AdTech and describes the functioning of real-time bidding (RTB) ecosystems, the roles played by publishers, advertisers and AdTech intermediaries, the programmatic bidding process, the data processed and how the data is exchanged between the involved parties. The second part focuses on practices used in...
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Microtargeting Internet Advertisement on Specific Person
Fišer, Martin ; Veselý, Vladimír (referee) ; Polčák, Libor (advisor)
This thesis demonstrates the possibilities of using advertising platforms to target internet advertising to a specific person. It describes the basic ways of targeting internet advertising that are commonly used today and the principles of the automated auction with digital advertising. During this process, excessive collection and sharing of personal data between different entities can occur, so the thesis further analyzes the legal norms that try to address this issue. The thesis includes the implementation of a new system that allows targeting internet advertising to a specific person. This system creates ads through the Seznam Sklik ad platform and uses retargeting to target. The functionality was verified with the participation of 4 people targeted by an advertisement created by the new system within 1 week. In total, ad impressions were detected on 15 of the 20 most visited websites in the Sklik content network. The thesis showed that the Seznam Sklik ad platform can be misused to perform sniper-targeting, a worrying finding given the potential violation of user privacy.
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Personal data protection and cookies
Svetlík, Adam ; Stupka, Václav (referee) ; Míšek, Jakub (advisor)
This thesis deals with an analysis of cookies, a specific field of personal data protection. In particular, the thesis examines the legal aspects of the technology, as well as their insufficiencies. Besides that, it provides an analysis of several examples of privacy violations caused by cookies.
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