Publicitatea online prin real-time bidding (RTB) şi Facebook Ads, încotro? Efectele hotărârii Schrems II
Online advertising through real-time bidding (RTB) and Facebook Ads, what next? Effects of the Schrems II decision

Summary/Abstract: The Court of Justice of the European Union’s ruling in Data Protecion Commissioner v. Facebook Ireland Ltd. & Maximillian Schrems has generated a real deadlock in the legal transfer of personal data from the European Union to the United States of America. Considering the arguments set out by the Court, the reestablishment of a mechanism that complies with the General Data Protection Regulation and which offers a legal basis for personal data transfers, appears to be an impossible mission without the cooperation of the American authorities. In this situation, the companies with businesses based on the transatlantic personal data flow will be the most affected, and they will have to search for new instruments and strategies in order to adapt themselves. The article focuses on the online advertising industry and the relevant companies on the market, as online advertising is the greater „consumer” of personal data. The content of the article deals with the types of online advertising that are the most likely to be prejudiced by the CJEU’s ruling: Facebook Ads and real time bidding.

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