From Readers to Profit: Managing User Data in Digital Media

This analysis is intended for online and hybrid media in Serbia that operate simultaneously in the digital environment as holders of freedom of expression, personal data controllers, and market actors dependent on various monetization models. Based on the current legal framework and identified practices in Serbia and a comparative context, the analysis aims to demonstrate how the lawful and transparent processing of user data can be aligned with the economic sustainability of media, without undermining audience trust and fundamental privacy rights. The document interprets the General Data Protection Regulation (GDPR), the Digital Services Act (DSA), and the European Media Freedom Act (EMFA) as complementary parts of the same regulatory framework, in which personal data protection, the accountability of digital platforms, and the protection of editorial independence and media pluralism complement rather than exclude each other. The document consists of three parts: Part I comprises an analysis of data management models and practices in online media, including the use of personal data; Part II provides an analysis of the current legal and regulatory framework, and  Part III presents a practical set of steps for aligning media business operations with regulations. Available in Serbian only.