Online behavioral advertising and its evaluation within the framework of European Union legislation

The development of online tracking technologies has led to the development of online behavioural advertising activities, and the privacy of internet users in the online environment has become increasingly restricted. On the other hand, legislators – in coordination with developing new technologies – put into effect legal regulations to protect the privacy of the user in the online environment. Within the scope of this thesis, firstly, the concept and types of online behavioural advertising; The main actors in online behavioural advertising, targeting in online targeted behavioural advertising, and methods of obtaining data for targeting was examined. Finally, the European Union law regulations, which can be described as the pioneer of personal data protection regulations, have been evaluated specifically for online behavioural advertising activities.