Behavioral advertising is a type of online advertising that targets individuals based on their previous behaviors or actions, such as the websites they have visited or the products they have viewed.
It is usually done through automated processing or profiling of personal data, which allows advertisers to create a profile of the individual and tailor the ads to their interests and behaviors.
Under the General Data Protection Regulation (GDPR), individuals have the right to opt-out of any automated processing and to be informed of the logic involved in any automatic personal data processing.
They should also be informed of the consequences of such processing, especially when it is based on profiling.
If cookies are used to store or access information for the purposes of behavioral advertising, the ePrivacy Directive requires that data subjects provide consent for the placement of such cookies, after having been provided with clear and comprehensive information.
This means that website owners and advertisers must obtain explicit consent from individuals before using cookies for behavioral advertising purposes.