The Electronic Frontier Foundation writes on how the EU General Data Protection Regulation changes browser fingerprinting, a common tracking technique. Just as cookies are used to track browsing history, the EFF writes that the point of browser fingerprinting is for the “tracking company (data controller) to be able to indirectly identify unique users among the sea of internet users in order to track them, create their behavioural profiles and, finally, present them with targeted advertising.” Under the GDPR, “operating below the radar of European authorities and escaping rules that apply to commercial fingerprinting will be very difficult and — potentially — very expensive.”
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