En busca de equilibro entre la regulación y la autorregulación de la publicidad comportamental en línea

Behavioral advertising is the advertising market bet the rapid growth of the industry in the network. The installation and use of cookies on users’ devices allows this commercial practice, and at the same time, they have the rights of users and control their personal data or privacy. European policies have responded to this problem with the principle of prior consent (optin) against recent industry initiatives and inspired by American ideas of selfregulation. There is clearly a need for an agency agreement and balance public and private interests involved in this conflict

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