Online Targeted Advertising And Privacy In The Context Of The India’s Digital Market

Abstract

This study addresses the questions surrounding the internet and the businesses that run in the digital markets. It explores how online privacy of individuals is violated from the process of online targeted advertising. Continuous data collection without acquiring explicit consent of people is used to target people and this study helps in understanding the entire process of digital advertising. There is also a focus on how data collection is evolving and how it is being used apart from advertising. A survey is conducted to understand Indian citizen’s view on online privacy and data collection. The data is analysed to provide statistics based on different age groups. Experts from the different fields like digital marketing, think tanks and tech firms are consulted for an expert interview that helps in exploring the legal aspects of this subject. A comparative analysis of laws on data privacy in different countries is also conducted. Based on the analysis throughout the study, recommendations are provided with a focus on The Personal Data Protection Bill 2019.