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By Vincent WELLENS and Aline BLEICHER, NautaDutilh Avocats Luxembourg S.à r.l.
Many players in the digital economy deploy behavioural advertising strategies monetising in a way the data of their platform customers. For example, with over 3 billion monthly active users worldwide, Meta is the most popular social media company globally.(1) Advertising is crucial for Meta, as it forms the core of its revenue stream.(2)
In order to comply with the Digital Markets Act and following the CJEU Bundeskartellamt decision on 4 July 2023, both which limited the legal bases for data processing for advertising purposes by Meta, the latter introduced a mechanism aimed at theoretically complying with European regulations. This mechanism is either a...
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