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Internet users are being increasingly tracked and profiled and their personal data are extensively used as currency in exchange for services. It is important that this new reality is better understood by all stakeholders if we are to be able to support and respect the right for privacy.
This study provides a technical perspective on behavioural tracking. It presents a comprehensive view, answering questions such as: Why are users tracked? What techniques are used? To what extent are we tracked today? What are the trends? What are the risks? What protective measures exist? What could regulators do to help improve user privacy?