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 la recherche d'un cadre juridique entourant la publicité comportementale
The emergence of online advertising has allowed advertisers to increase their visibility and to extend their control over the simplest decisions we make every day, ranging from the purchase of a cereal box to the media we consume. To better understand the consumers and to reach them with an unparalleled simplicity, technology has evolved and now allows online tracking of Internet users through the use of tracking cookies. Data aggregators collect unprecedented amount of information about each and everyone, which they use to deliver targeted ads, reflecting the interests and preferences of the individual who receives them. This tracking, generally carried out without the knowledge and consent of the users, often frighten those who discover its existence. The commercial practices surrounding behavioural advertising are little known and the industry seems to want to pursue its activities in the shadows. As a result, it can more easily circumvent its legal obligations with respect to consumer and privacy law. This thesis aims to shed light on corporate practices regarding behavioural advertising, the technologies that support it and the legal framework that governs it.
Profilage Online behavioural advertising Targeted advertising Privacy Consumer protection Personal information Data collection Tracking Profiling Cookies