Abstract
Research has shown the incredible evolution of mobile marketing and, on the other hand, has also revealed that email marketing is still widely used. Online marketing has evolved considerably in recent times and is becoming a key for companies wishing to ensure their survival in the online market. Online behavioral advertising (OBA) is a tool that has leveraged the evolution of digital marketing, but it is causing a big debate on the Internet. Many say that when OBA is implemented, user privacy is seriously compromised, since the tracking of user information, without their consent, is key to the OBA implementation. Based on past and current needs of new marketing trends and trying to balance the dilemma of privacy versus OBA, a scheme was developed to safeguard user privacy, as well as allow for the continued evolution of the OBA.
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