Behavioral Advertising, also known as Online Behavioral Advertising (OBA), refers to the practice of targeting individuals with advertisements based on their observed behavior over a period of time.
This form of advertising relies on automated processing of personal data, often through profiling techniques.
Under the General Data Protection Regulation (GDPR), individuals have the right to opt-out of automated processing, be informed about the logic behind such processing, and understand the potential consequences, especially when it involves profiling.
Additionally, the use of cookies for behavioral advertising requires consent from data subjects, as mandated by the ePrivacy Directive.
