Abstract
Network advertising associations, consumer databases, data mining services and advertising exchanges play important roles in the online behavioural advertising industry. The participation of such third-party businesses in consumer profiling to generate targeted direct marketing communications raises significant consumer privacy and data protection concerns. This article analyses the regulatory frameworks of the European Union and the USA and legal developments on this topic to assess how well consumers' privacy concerns are being addressed. It then makes suggestions for regulatory reform specific to third-party involvement in the behavioural advertising industry aimed at enhancing consumers' privacy and data protection.
Published Version
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