Privacy in Customized Advertising

The era of personalized advertising is characterized by the ability to create messages that are tailored to each user. However, this capability can also be seen as a risk to users' privacy, since companies can access personal information without users knowing or consenting.

How do companies use data for personalized advertising?

Companies use multiple data sources to create user profiles and show personalized ads. This can include information such as age, gender, location, online behaviors, and previous purchases.

A common tool used for personalized advertising is the use of cookies. Cookies are files that are stored in a user's browser and can be used to track a user's online behavior.

But do I have control over those data?

Yes, you have control over the data collected for personalized advertising. You can use browser tools to block cookies or utilize private browsing mechanisms. Additionally, companies must provide clear information about their privacy practices so users can make informed decisions.

Responsibility also lies with governments and regulatory bodies, which should create laws and regulations to protect user data privacy. However, with the growing popularity of the internet and e-commerce, protecting privacy is still a challenge.

EU General Data Protection Regulation

In 2018, the European Union implemented the General Data Protection Regulation (GDPR), which sets rigorous standards for the collection and use of data from all EU citizens. This includes the need for explicit consent from users for the collection and use of their personal data.

The GDPR also establishes severe penalties for companies that violate privacy rules, which helps to protect user data.

What is explicit consent?

Explicit consent is the action of a user in declining explicitly to collect and use their personal data. This can be done through acceptance checkboxes or other forms of explicit consent.

In summary, privacy is a very important theme in the era of personalized advertising. Although data collection and use may be used to create more attractive ads, it's also necessary to protect user privacy. Companies must provide clear information about their privacy practices, and governments should create regulations to protect privacy.