Marketplaces that personalize prices through big data and algorthms: is this practice legal according to European competition law?

Abstract

People individually create a huge amount of data every day. Also connected devices (the internet of things) generate a lot of information every second. In theory, massive information about us is neither good nor bad, it is data. However, the data is not only generated, it is also stored and analyzed and the problem lies in its use. The uses can be very varied and they can have from comercial purposes, business objetives, strategic or to national security purposes... In this paper we will analyze a specific practice, the customization of prices and in attention to a discipline, European competition law. In particular, according to art. 102 TFEU.