Data-driven business models, programmatic advertising, artificial intelligence, and regulation: some reflections

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Moisés Barrio Andrés
Complutense University of Madrid
https://orcid.org/0000-0002-2877-5890

Data-driven business models are a core component of the digital economy. At the same time, by using or reselling data and users’ attention, traders can finance products offered for free or at a discount to consumers, who “pay” with their attention. The value of these elements lies in their potential for behavior modification, for which the consumer also pays with the loss of their freedom by agreeing to be influenced. These practices, which are at the heart of the business model of the internet behemoths, generate a growing tension between the need for organizations to obtain consumer data in order to develop personalized products and services, and the rights of citizens to privacy and data protection.

Keywords
data-driven business models, surveillance capitalism, programmatic advertising, DSA, DMA, microtargeting

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How to Cite
Barrio Andrés, Moisés. “Data-driven business models, programmatic advertising, artificial intelligence, and regulation: some reflections”. IDP. Internet, Law and Politics E-Journal, no. 36, pp. 1-13, doi:10.7238/idp.v0i36.401947.
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(c) Moisés Barrio Andrés, 2022


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Author Biography

Moisés Barrio Andrés, Complutense University of Madrid

Legal advisor to the Council of State, doctor of Law, and professor of Digital Law. Director of the Diploma of High Specialization in Legal Tech and Digital Transformation (DAELT) for the School of Legal Practice of the Complutense University of Madrid.

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