Nowadays, it is vastly acknowledged that the majority of business-to-consumer (B2C) interaction is based on consumer profiling, and that individuals’ data is increasingly used as a tool to elaborate and deliver personalized products and services. Risks related to unregulated abuse of...

Online commerce experienced a technological revolution, shifting towards automated, data-driven technologies for the allocation and display of offers and advertisings. The introduction of tracking and targeting technologies that leverage consumer data to personalize marketing catalysed the...