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It's going to get a lot more difficult for internet companies to track users and deliver more targeted advertising if new privacy rules from the European Union pass.
One of the proposals put forward by the European Commission is to streamline cookies. The new rules would give users more control over their settings, and users would be able to accept or refuse the tracking of cookies, as well as other identifiers. The proposal is designed to protect personal data.
Widespread adoption of mobile devices has already made it difficult to understand consumers' digital behavior as they move from desktop to mobile because the cookies that were relied upon for tracking behavior in desktop browsers are limited in mobile browsers....
EU proposes new legislation to protect user privacy. And marketing ponders the fate of data.