El uso de cookies de publicidad comportamental desde la óptica de la protección de datos

Abstract

Some of the advertisements seen on the web pages or in the applications of computer equipment and other electronic devices (e.g. mobile) are adapted to the interests of users. This type of personalized advertising, called “online behavior-based” advertising, is enabled through various technologies, including browser cookies and the like. Although online digital advertising helps greatly to support the free products, services and content that are enjoyed online, this practice affects the field of privacy and data protection, therefore that the owner of the advertising cookies and the publisher must comply with certain legal obligations, among which is the one relating to the user giving informed consent before treatment, in order to ensure that it is aware of the use of your data and the purposes for which they are used. Given the multiple complexities posed by the use of cookies (technical aspects, information to be provided, subjects involved, etc.), the process of forming a true informed consent is not an easy aspect to deal with. In the present work we will analyze from a regulatory point of view the different information and consent formulas that have been used by the agents involved in the behavioral advertising sector when obtaining personal data from users.