Online behavioural advertising: the impact of “cookies” on consumers’ privacy

In the digital context, commercial communication may pose risks to consumer privacy. Online Behavioural Advertising (OBA) uses monitoring technologies ("cookies") for consumer profiling and presenting personalized advertising, which involves the processing of personal data of users over time. To defend consumer rights, the use of "cookies" requires transparency, informed consent, and compliance with legal framework for protection of privacy in the electronic communications