Abstract

The black gold of the digital environment is our personal data. They are collected through the third-parties cookies which track our life on the web step by step. Traceability of users and collection of personal data are the basis of the new advertising process. And we know that - in years or even in months - all advertising will be digital or simply will not be. On the Internet, providers of third-party cookies - we can call them "traders": operators whose names are almost unknown - use the holes opened by the advertisers on the editorial websites in order to steal the value that had been built by the media. Traders reach customers without asking them if the action is legal or not, authorized or not. On this giant cloud, our personal data are relentlessly bought and sold. At the end of the day, the adv investments don't go to the publishers but to the traders. With less money in the pocket, how can publishers and journalists maintain a high level quality information?