IMPACT

Our vision for this book is, thus, to provide an accessible yet comprehensive synthesis of what is currently known about how privacy laws-particularly the GDPR-affect the online advertising market. To this end, we highlight the requirements stipulated in the GDPR that are most relevant to the advertising industry, and we further clarify the implications of these requirements for the key actors in this industry, as well as for users. In doing so, we aim to provide actors in this market (in particular advertisers, publishers and users), as well as regulators and society at large, with better tools to (i) assess the trade-off between the benefits and the costs of more privacy, (ii) understand problems in implementing the requirements of GDPR, and (iii) draw conclusions on how to deal with the stricter privacy requirements that come with privacy laws such as the GDPR... The remainder of this book is organized as follows. Section 2 outlines how the online advertising industry operates...