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A Study on Subject Data Access in Online Advertising after the GDPR

A Study on Subject Data Access in Online Advertising after the GDPR Prof. Dr. Norbert Pohlmann - Cyber-Sicherheitsexperten

A Study on Subject Data Access in Online Advertising after the GDPR Pohlmann

398 - A Study on Subject Data Access in Online Advertising after the GDPR - Prof. Norbert Pohlmann

M. Degeling, T. Holz, N. Pohlmann, D. Tatang, T. Urban:
„A Study on Subject Data Access in Online Advertising after the GDPR”.
In Proceedings of the International Workshop on Data Privacy Management – DPM’19

Online tracking has mostly been studied by passively mea-suring the presence of tracking services on websites (i) without knowingwhat data these services collect, (ii) the reasons for which specific pur-poses it is collected, (iii) or if the used practices are disclosed in privacypolicies. The EuropeanGeneral Data Protection Regulation(GDPR)came into effect on May 25, 2018 and introduced new rights for usersto access data collected about them.In this paper, we evaluate how companies respond tosubject access re-questsandportabilityto learn more about the data collected by trackingservices. More specifically, we exercised ourright to accesswith 38 com-panies that had tracked us online. We observe stark differences betweenthe way requests are handled and what data is disclosed: Only 21 outof 38 companies we inquired (55 %) disclosed information within the re-quired time and only 13 (34 %) companies were able to send us a copyof the data in time. Our work has implications regarding the implemen-tation of privacy law as well as what online tracking companies shoulddo to be more compliant with the new regulation.

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398 - A Study on Subject Data Access in Online Advertising after the GDPR - Prof. Norbert Pohlmann
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