Reklamní repozitáře dle DSA jako zdroj competitive intelligence na českém trhu

The Digital Services Act (DSA), in effect since August 2023, requires very large online platforms to maintain publicly accessible ad repositories including targeting, reach, and payer identity. This regulation created a new OSINT source in a domain previously hidden from analysts as so-called dark ads. The thesis empirically verifies whether this data carries sufficient value for Competitive Intelligence (CI) in the Czech market. The work combines three evidence streams. A technical analysis of three VLOPs (Meta, TikTok, LinkedIn) evaluates Article 39 DSA compliance via the author's DSA scoring (16-point scale). An implemented serverless pipeline on Microsoft Azure with medallion architecture continuously collects data from all three platform APIs at operating costs of single-digit EUR per month; at the time of writing, the dataset contains 335,275 ads from 139 advertisers across 18 sectors of the Czech market. Qualitative validation comes from two expert interviews (Head of Analytics at Publicis agency and Head of the Marketing Department at the University of Economics in Prague) and a quantitative experiment correlating DSA reach with search interest (Google Trends, Wikipedia pageviews) across four sectors. Results show fragmentation in Article 39 implementation: Meta (15/16) is the reference implementation with full creative text and demographic reach breakdown; TikTok (13/16) and LinkedIn (11/16) lose points for missing creative text, limited targeting, and interval reach formats. DSA does not specify how platforms expose data, leaving the normalization burden on the consumer. A banking sector case study demonstrates concrete CI outputs: positional Share of Voice, media agency identification, demographic audience profiling, and seasonal patterns. The empirical experiment revealed strong sector heterogeneity in the reach–search interest relationship (strong in retail, weak in banking). Both experts confirmed the CI value of DSA data with caveats — strong for reactive competitor monitoring, insufficient for budget planning; the low advertising elasticity partially relativizes this limitation. The thesis's main contribution is demonstrating that legislatively mandated transparency, combined with serverless data engineering and open-source tools, democratizes CI access for entities that previously could not afford commercial tools.