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graduate thesis
Zaštita osobnih podataka u kontekstu ciljanog oglašavanja na digitalnim platformama
Zagreb: University of Zagreb, Faculty of Law, 2024. urn:nbn:hr:199:503101
Šarlog, Anamarija
University of Zagreb
Faculty of Law
Administrative Sciences

Institutional repository: Repository Faculty of Law University of Zagreb

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Šarlog, A. (2024). Zaštita osobnih podataka u kontekstu ciljanog oglašavanja na digitalnim platformama (Graduate thesis). Zagreb: University of Zagreb, Faculty of Law. Retrieved from https://urn.nsk.hr/urn:nbn:hr:199:503101

Šarlog, Anamarija. "Zaštita osobnih podataka u kontekstu ciljanog oglašavanja na digitalnim platformama." Graduate thesis, University of Zagreb, Faculty of Law, 2024. https://urn.nsk.hr/urn:nbn:hr:199:503101

Šarlog, Anamarija. "Zaštita osobnih podataka u kontekstu ciljanog oglašavanja na digitalnim platformama." Graduate thesis, University of Zagreb, Faculty of Law, 2024. https://urn.nsk.hr/urn:nbn:hr:199:503101

Šarlog, A. (2024). 'Zaštita osobnih podataka u kontekstu ciljanog oglašavanja na digitalnim platformama', Graduate thesis, University of Zagreb, Faculty of Law, accessed 19 December 2024, https://urn.nsk.hr/urn:nbn:hr:199:503101

Šarlog A. Zaštita osobnih podataka u kontekstu ciljanog oglašavanja na digitalnim platformama [Graduate thesis]. Zagreb: University of Zagreb, Faculty of Law; 2024 [cited 2024 December 19] Available at: https://urn.nsk.hr/urn:nbn:hr:199:503101

A. Šarlog, "Zaštita osobnih podataka u kontekstu ciljanog oglašavanja na digitalnim platformama", Graduate thesis, University of Zagreb, Faculty of Law, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:199:503101

Metadata
TitleZaštita osobnih podataka u kontekstu ciljanog oglašavanja na digitalnim platformama
Title (english)Personal data protection in the context of targeted advertising on digital platforms
AuthorAnamarija Šarlog
MentorJasmina Džinić (mentor)
Committee memberJasmina Džinić (predsjednik povjerenstva)
Committee memberTeo Giljević (član povjerenstva)
Committee memberIva Lopižić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Law
(Administrative Sciences)
Zagreb
Defense date and country2024-10-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Law
Abstract
Ovaj rad bavi se procesom ciljanog oglašavanja na digitalnim platformama, te njegovom regulacijom u Europskoj uniji. Najprije se definira ciljano oglašavanje i vrste s obzirom na način prikupljanja podataka. Potom se ističe uloga koju imaju sustavi umjetne inteligencije u cijelome procesu, te se opisuje ciljano političko oglašavanje, kao i njegovi pozitivni i negativni učinci. Nakon toga, definiraju se digitalne platforme i drugi ključni akteri poput oglašivača, izdavača i njihovih posrednika. Zatim se prelazi na određenu regulaciju online ciljanog oglašavanja u Europskoj uniji, prilikom čega se ističe uloga kolačića i upozorava na zloupotrebu procesa pribavljanja privole za procesuiranje osobnih podataka putem tamnih obrazaca. Nadalje, ističu se ključna pravila Akta o digitalnim uslugama i Uredbe o transparentnosti i ciljanju u političkom oglašavanju koja predstavljaju važan iskorak u regulaciji procesa (političkog) ciljanog oglašavanja na digitalnim platformama.
Abstract (english)
This paper deals with the process of targeted advertising on digital platforms and its regulation in the European union. First and foremost, the definition of targeted advertising is presented, as well as its types. Furthermore, the role of AI systems in the mentioned process is addressed, and targeted advertising for political purposes is defined. Also, both negative and positive effects of political targeted advertising are stressed after which the focus shifts on defining digital platforms and other actors in the vast ecosystem of targeted advertising such as marketers, publishers and other intermediaries. After that follows the part about certain EU regulation that applies on the process of targeted advertising, then the role of cookies is pointed out. Special attention is given to the usage of dark patterns for manipulating users into accepting all sorts of data processing. Finally, key rules from The Digital Services Act and Regulation on the transparency and targeting of political advertising are presented. These rules represent an important step forward in regulating online targeted advertising.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:199:503101
Study programmeTitle: Public administration
Study programme type: professional
Study level: graduate
Academic / professional title: magistar/magistrica javne uprave (magistar/magistrica javne uprave)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-10-14 07:21:03