This paper shall analyze the impact of General Data Protection Regulation ('GDPR') to concept of business of digital media, having in mind their overwhelming presence and especially their impact to private data of their clients or customers. Special features that are going to be dealt with in this paper relate to processing of personal data by digital media under the GDPR, which include teritorrial scope of GDPR and its global applicability, type of personal data processed by digital media,

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... iling and behavioral advertising, options for consent, the use of cookies and geographical location. Purpose of their processing shall be analysed as well, with reflection to some important cases and examples. It relies on widely understood concept of digital media, including social media, online news portals, blog websites and shall pursue to point out to some crucial changes that that digital media are facing now, and that will affect their way of doing business, after the GDPR became operative on 25 May 2018.