The Unprotected Port: A Legal Appraisal Of Data-Driven (Programmatic) Advertising In Nigeria

Samuel Omodolapo Bakare and Ogundele Tolulope
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Samuel Omodolapo Bakare: The Department of Computer Science and Media Technology, Malmö University, Sweden
Ogundele Tolulope: The Department of Computer Science and Media Technology, Malmö University, Sweden

International Journal of Research and Innovation in Social Science, 2021, vol. 05, issue 08, 525-532

Abstract: Since the advent of web 2.0, the increasing importance of data has become centre of debate amongst various stakeholders. One of the resultant effects of open access internet is the improvement of advertising and marketing technologies and methods. Programmatic advertising (PA) is one of the byproducts of the new internet age. This form of advertising uses consumers’ personal data and behaviour online for the creation of customized ads for brands through third-party data aggregators. Personal data are auction to the highest bidders in real-time and instantaneously to expose customized messages and ads to the audience. Based on its population and increasing level of internet penetration, Nigeria is a fallow, free-for-all, and data-mining ground for many tech companies. Hence, the adoption of programmatic advertising is nascent and insidiously creeping into the advertising space in Nigeria. This paper focused on the implication of programmatic advertising from the perspective of existing legal specifications currently in Nigeria. Having given the conceptual premise of programmatic advertising (PA), the paper identified the ethical and legal implications of PA. based on the existing legal situation of personal data protection in Nigeria, the paper recommends, amongst others, that to avoid the potential violations of user’s right to data privacy, the onus is on various stakeholders- the data controllers, tech companies, and lawmakers- to ensure that their activities provide stronger protection of personal data.

Date: 2021
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