Os impactos da lei geral de proteção de dados pessoais nas plataformas de real-time bidding
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TCC
Date
2020-12
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Authors
Azarite, Fernanda da Cunha Cintra
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Marineli, Marcelo Romão
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Abstract
O presente artigo pretende estabelecer qual das bases legais dispostas na Lei Geral
de Proteção de Dados Pessoais (LGPD) seria aplicável aos processos competitivos realizados
nas plataformas de Real-Time Bidding (RTB) no contexto do marketing on-line. Tendo em
vista a complexidade desse ecossistema e da publicidade comportamental em si, realizou-se
uma contextualização histórica do marketing e elucidou-se de forma detalhada o
funcionamento das referidas plataformas. Para a determinação da base legal aplicável,
verificou-se a possibilidade de adotar o legítimo interesse para embasar as atividades de
tratamento contidas no RTB, procedendo uma análise comparativa com a experiência europeia
relacionada ao tema.
This article aims to establish which of the legal bases set forth in the in the Brazilian General Data Protection Law (LGPD) would be applicable to the bid requests carried out in Real-Time Bidding (RTB) platforms in the context of online marketing. In view of the complexity of this ecosystem and of behavioral advertising itself, we have made a historical contextualization of marketing and clarified the operation of the abovementioned platforms. In order to determine the applicable legal basis, we have verified the possibility of adopting the legitimate interest to justify the processing activities in the RTB, making a comparative analysis with the European experience related to the subject.
This article aims to establish which of the legal bases set forth in the in the Brazilian General Data Protection Law (LGPD) would be applicable to the bid requests carried out in Real-Time Bidding (RTB) platforms in the context of online marketing. In view of the complexity of this ecosystem and of behavioral advertising itself, we have made a historical contextualization of marketing and clarified the operation of the abovementioned platforms. In order to determine the applicable legal basis, we have verified the possibility of adopting the legitimate interest to justify the processing activities in the RTB, making a comparative analysis with the European experience related to the subject.
Description
Keywords
proteção de dados pessoais , lei geral de proteção de dados pessoais (LGPD) , marketing direcionado , legítimo interesse , data protection , brazilian general data protection regulation (LGPD) , targeted marketing , legitimate interest