Technology-based Profiling: What Does The Future Hold Under Bill 64?

One of the most significant innovations regarding the digitalization of telemarketing activities and business marketing is the ability to target groups of individuals in order to deliver advertising material that is relevant, and at the right time. Targeted advertising is certainly one of the most common forms of profiling, although it can also be used in other situations. In sum, profiling is the analysis and prediction of behaviour based on personal information.

Examples of automated profiling include:

• pricing a product based on the interests, reliability, behaviour and location of a physical person;
• suggesting products based on a consumer's purchase history, economic situation, preferences and interests;