A digitális piacokról szóló rendelet és az online hirdetési szolgáltatások átláthatósága
Digital Market Act and the transparency of the online advertising services

Summary/Abstract: The advertising technology sector, the AdTech online industry, is characterised by gatekeepers operating infrastructure powered by sophisticated and rich algorithms, artificial intelligence-driven programmed advertising solutions, and data richness derived from huge user base. Advertising companies build targeted and effective advertising campaigns on online platforms that can significantly boost their traffic, performance, and growth. At the same time, in the multi-player value chain of online advertising services, the fees and costs of advertising are often unknown to advertisers and advertising intermediaries, which prevents them from comparing these platforms with alternative market players, giving gatekeepers a significant competitive advantage. In addition, the performance and effectiveness of published advertisements is also important for the selection of advertising space, but advertisers do not always get true or reliable information of this either. The Digital Market Act aims to put players in the advertising value chain in a more favourable market position by increasing transparency, providing access to this information, and imposing disclosure requirements. The purpose of this study is to present this regulatory environment, its development and background.

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