In this book Maja Nievic investigates the practice of profiling using Big Data Analytics, with the main focus on the interplay between the European Union General Data Protection Regulation (GDPR) and the European Union Unfair Commercial Practice Directive (UCPD). This book is an interdisciplinary study of profiling as a technological tool, and of its legal framework, including comparative analysis of the case law on personal data processing and an analysis of the interplay between the GDPR and the UCPD. Nisevic's academic career began in 2013 at the University of Vienna, where she started her PhD studies. Nevertheless, she had already started her second PhD studies, this time at the University of Verona. Nisevic holds a PhD in European and International Law Sciences from the University of Verona. Her dissertation explored legal issues on data in information society, and it was co-funded by the European Unions Horizon 2020s Maria Sklodowska-Curie Actions programme (MSCA).e Equality & Anti-Discrimination Law Group, the Internet Society Association, KU Leuven Digital Society Institute and the Perelman Centre. Prior to joining CiTiP, Ana lectured at the ULB in the Comparative Law Course (2017 and 2020-2021) & at Goethe Universitat Frankfurt in the Global Law Theories course (2016). She coordinated the Equality Law Clinic at the ULB (2016-2017).