Cookies, online behavioural advertising, aggregate data and complying with the Privacy Act

Vast amounts of data can be collected and stored and information from various sources aggregated together to provide a picture of a person, their behaviour and their preferences. Where descriptive and/or predictive data is associated with a persistent identifier that relates to a unique individual, the individual is identified and the information is “personal information” and regulated by the Privacy Act 1988 (Cth).

See Cookies, online behavioural advertising, aggregate data and complying with the Privacy Act.

In this subtopic, you will learn about:

  • different forms of online behavioural advertising;
  • how to determine if personal information is being collected;
  • what to do if personal information is being collected; and
  • risks associated with trying to aggregate and de-identify personal information for data analytics.