The GDPR defines profiling as any form of automated processing of personal data consisting of the use of personal data to evaluate certain personal aspects relating to a natural person, in particular to analyse or predict aspects concerning that natural person’s performance at work, economic situation, health, personal preferences, interests, reliability, behaviour, location or movements12. Therefore, the relevant factors when determining if a processing activity would be considered profiling are:

whether the processing involves data that is considered personal data;

whether the processing of the data is done through automated means; and

whether the processing is used to predict the behavior of data subjects.

The identity of the processor, whether it is the controller or a third-party vendor, is not relevant for the definition of profiling. However, it may have implications for the accountability and responsibility of the parties involved, as well as the data protection rights of the data subjects34. References: CIPP/E Certification - International Association of Privacy Professionals, Free CIPP/E Study Guide - International Association of Privacy Professionals, GDPR - EUR-Lex, What is automated individual decision-making and profiling? | ICO, WP29 releases guidelines on profiling under the GDPR, UK: A Guide To GDPR Profiling And Automated Decision-Making - Mondaq