Behavioral Advertising

Advertising that is targeted at individuals based on the observation of their behaviour over time. Most often done via automated processing of personal data, or profiling, the General Data Protection Regulation requires that data subjects be able to opt-out of any automated processing, to be informed of the logic involved in any automatic personal data processing and, at least when based on profiling, be informed of the consequences of such processing. 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.

Acronym(s): OBA

Associated term(s): Online Behavioral Advertising, Behavioral Targeting, Contextual Advertising, Demographic Advertising, Premium Advertising, Psychographic Advertising, Remnant Advertising