Zaštita osobnih podataka u kontekstu ciljanog oglašavanja na digitalnim platformama

graduate thesis

• Title (english): Personal data protection in the context of targeted advertising on digital platforms
• Author: Anamarija Šarlog
• Mentor: Jasmina Džinić (mentor)
• Committee member: Jasmina Džinić (predsjednik povjerenstva)
• Committee member: Teo Giljević (član povjerenstva)
• Committee member: Iva Lopižić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Law; (Administrative Sciences); Zagreb
• Defense date and country: 2024-10-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Law

Abstract

Ovaj rad bavi se procesom ciljanog oglašavanja na digitalnim platformama, te njegovom regulacijom u Europskoj uniji. Najprije se definira ciljano oglašavanje i vrste s obzirom na način prikupljanja podataka. Potom se ističe uloga koju imaju sustavi umjetne inteligencije u cijelome procesu, te se opisuje ciljano političko oglašavanje, kao i njegovi pozitivni i negativni učinci. Nakon toga, definiraju se digitalne platforme i drugi ključni akteri poput oglašivača, izdavača i njihovih posrednika. Zatim se prelazi na određenu regulaciju online ciljanog oglašavanja u Europskoj uniji, prilikom čega se ističe uloga kolačića i upozorava na zloupotrebu procesa pribavljanja privole za procesuiranje osobnih podataka putem tamnih obrazaca. Nadalje, ističu se ključna pravila Akta o digitalnim uslugama i Uredbe o transparentnosti i ciljanju u političkom oglašavanju koja predstavljaju važan iskorak u regulaciji procesa (političkog) ciljanog oglašavanja na digitalnim platformama.

Abstract (english)

This paper deals with the process of targeted advertising on digital platforms and its regulation in the European union. First and foremost, the definition of targeted advertising is presented, as well as its types. Furthermore, the role of AI systems in the mentioned process is addressed, and targeted advertising for political purposes is defined. Also, both negative and positive effects of political targeted advertising are stressed after which the focus shifts on defining digital platforms and other actors in the vast ecosystem of targeted advertising such as marketers, publishers and other intermediaries. After that follows the part about certain EU regulation that applies on the process of targeted advertising, then the role of cookies is pointed out. Special attention is given to the usage of dark patterns for manipulating users into accepting all sorts of data processing. Finally, key rules from The Digital Services Act and Regulation on the transparency and targeting of political advertising are presented. These rules represent an important step forward in regulating online targeted advertising.

• Keywords: ciljano oglašavanje; osobni podaci; digitalne platforme; profiliranje; privola
• Keywords (english): targeted advertising; personal data; digital platforms; profiling; consent
• Language: croatian
• URN:NBN: urn:nbn:hr:199:503101
• Study programme: Title: Public administration; Study programme type: professional; Study level: graduate; Academic / professional title: magistar/magistrica javne uprave (magistar/magistrica javne uprave)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-14 07:21:03