An adtech vendor builds cross-site behavioural profiles of EU users by dropping trackers that follow browsing across unrelated publishers. Which compliance theme should the privacy lead prioritise?
Select an answer to reveal the explanation.
Short Explanation
Following someone from news site to shop is still following a person. Cross-site behavioural ads are not a free pass under 'legitimate interests forever.' Transparency plus a real consent story is usually the safer European reading—and EDPB targeting guidance backs that seriousness.
Full Explanation
Cross-site behavioural profiling involves personal data and often depends on storing or accessing information on terminal equipment, bringing ePrivacy consent expectations into play alongside GDPR principles. EDPB guidance on targeting of social media users and related materials stresses transparency, purpose limitation, and careful assessment of lawful bases—frequently consent for intrusive tracking. Pseudonymisation or publisher analytics do not by themselves legitimise third-party behavioural advertising profiles.