Thesis Details

Zobrazení internetové reklamy konkrétní osobě

Master's Thesis Student: Fišer Martin Academic Year: 2021/2022 Supervisor: Polčák Libor, Ing., Ph.D.
English title
Microtargeting Internet Advertisement on Specific Person

This thesis demonstrates the possibilities of using advertising platforms to target internet advertising to a specific person. It describes the basic ways of targeting internet advertising that are commonly used today and the principles of the automated auction with digital advertising. During this process, excessive collection and sharing of personal data between different entities can occur, so the thesis further analyzes the legal norms that try to address this issue. The thesis includes the implementation of a new system that allows targeting internet advertising to a specific person. This system creates ads through the Seznam Sklik ad platform and uses retargeting to target. The functionality was verified with the participation of 4 people targeted by an advertisement created by the new system within 1 week. In total, ad impressions were detected on 15 of the 20 most visited websites in the Sklik content network. The thesis showed that the Seznam Sklik ad platform can be misused to perform sniper-targeting, a worrying finding given the potential violation of user privacy.


Internet advertising, targeted internet advertising, sniper-targeting, retargeting, real-time bidding, GDPR, ePrivacy, personal data protection, advertising platforms, Seznam Sklik, Google Ads

Degree Programme
defended, grade C
22 June 2022
Burget Radek, doc. Ing., Ph.D. (DIFS FIT BUT), předseda
Bartík Vladimír, Ing., Ph.D. (DIFS FIT BUT), člen
Grégr Matěj, Ing., Ph.D. (DIFS FIT BUT), člen
Matoušek Petr, doc. Ing., Ph.D., M.A. (DIFS FIT BUT), člen
Meduna Alexander, prof. RNDr., CSc. (DIFS FIT BUT), člen
Polčák Libor, Ing., Ph.D. (DIFS FIT BUT), člen
FIŠER, Martin. Zobrazení internetové reklamy konkrétní osobě. Brno, 2022. Master's Thesis. Brno University of Technology, Faculty of Information Technology. 2022-06-22. Supervised by Polčák Libor. Available from:
    author = "Martin Fi\v{s}er",
    type = "Master's thesis",
    title = "Zobrazen\'{i} internetov\'{e} reklamy konkr\'{e}tn\'{i} osob\v{e}",
    school = "Brno University of Technology, Faculty of Information Technology",
    year = 2022,
    location = "Brno, CZ",
    language = "czech",
    url = ""
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