Behavioural advertising entails the tracking of users when they surf the Internet and the building of profiles over time, which are later used to provide them with advertising matching their interests. Such practice, while legitimate, must not be carried out at the expense of individuals' rights to privacy and data protection. The EU data protection regulatory framework setting forth specific safeguards must be respected.
In 2010, the Article 29 Working Parties issued an opinion paper on the matter. It's a must read to understand the issues at stake a Digital Marketing Manager should address in their strategy..
Although based on the 95/46/EC Directive and the 2002/58 "ePrivacy" Directive, it's still very relevant under GDPR and the forthcoming revised e-Privacy.
Download the PDF here.