Privacy risks of internet advertising and how they are and should be addressed by GDPR and ePrivacy

Modern internet advertising technologies such as real time bidding (RTB) combined with cookie matching cause distribution of data about website viewers across broad network of actors and enable targeted delivery of ads based on this distributed data merged with existing datasets. Potential aggregation of such data by any of these actors and its use for unexpected purposes such as political microtargeting and even manipulation pose significant privacy risk. This paper shall present the current internet advertising technologies such as RTB, analyse their privacy risks in detail and discuss how the current and future EU personal data and ePrivacy legislation applies and should to use of these technologies. The focus of the paper will be the interplay between the General Data Protection Regulation (GDPR) and the current Privacy directive with a view to its interpretation by European data protection authorities and implementation in the Czech Republic. Based on the discussion of the shortcomings of the current framework, suggestions for applying the GDPR to internet advertising technologies as well as regulating them in the currently negotiated Privacy regulation will be made.