A new report published by the European Commission indicates that there is a solid case for digital advertising reform. The study, which looks at the impact of digital advertising on privacy, publishers and advertisers, claims that the "status quo is unsustainable, not only for individuals whose fundamental rights are undermined by the current model's focus on personal data, profiling and tracking, but also for publishers and advertisers who want to see more transparency and more competition in the digital advertising ecosystem." While the study does not call into question the online advertising economic model, it highlights the unintended consequences from the "collection of personal data, tracking of individuals and massive-scale profiling."
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