Browsing by Author "ZHOU, PANPAN"

This thesis investigates the intersection of personalized advertising and real-time bidding (RTB) within the European data protection framework, with a focus on evaluating the effectiveness of existing data protection laws. Utilizing a combination of doctrinal research, case studies, and interdisciplinary methodologies, the study explores the mechanisms of personalized advertising and the RTB ecosystems, including the utilization of personal data and the involvement of various stakeholders. The study investigates the interests, roles, and compliance work of key participants in RTB. It identifies the complex nature of RTB ecosystems and the absence of coherent guidelines for clarifying the roles of participants under EU data protection law. This lack of clarity has created legal uncertainty for them in complying with the law. Additionally, this research highlights that the current RTB system falls short of meeting consent criteria, compounded by the unclear legal status of the widely used Transparency and Consent Framework (TCF), leading to uncertainties in ensuring consent within RTB. Moreover, the study finds that current practices heavily rely on partners to collect and transfer data, often based on contractual obligations and shared within the whole ecosystems which are usually inaccessible to users. This lack of transparency hinders users' ability to control their data and exceeds their expectations of data processing. In summary, this thesis adopts a practical perspective, highlighting the inadequacies of the data protection framework in personalized advertising via RTB, emphasizing the need for clear guidelines in the field to ensure compliance. It advocates leveraging industry organizations to bridge the gap between regulations and implementation, as well as fully utilizing technological tools to detect and enhance data protection levels. Although this thesis offers some insights, more comprehensive research is still required for future compliance with data protection laws in the RTB ecosystems.