Behavioural Targeting & Data Protection Law in the EU Legal Order

The purpose of the thesis was to study the current digital landscape, where every click and interaction leaves traces and the field of marketing has evolved into a panacea. Traditional mass advertising methods give way to a more personalized approach known as behavioral targeting. This innovative strategy leverages the vast amount of data generated by consumers' online behavior to tailor advertisements and content to individual preferences and habits. As a result, behavioral targeting has not only revolutionized the way businesses communicate with their audience, but has also sparked debates around privacy, with the balance between personalization and invasion of privacy lying in a gray area, the ethics and power of algorithms in shaping our online experiences and, consequently, our lives. As the collection and processing of our personal data is the driving force behind this industry, the most important piece of legislation for their protection, the General Data Protection Regulation, must be interpreted in the context of defining the limits of technological encroachment and, potentially, invasion.