Print Email Facebook Twitter Tracking Cookies in the European Union, an Empirical Analysis of the Current Situation Title Tracking Cookies in the European Union, an Empirical Analysis of the Current Situation Author Turcios Rodriguez, Elsa (TU Delft Technology, Policy and Management) Contributor van Eeten, M.J.G. (mentor) Asghari, H. (mentor) Storm, S.T.H. (mentor) van Eijk, Rob (mentor) Degree granting institution Delft University of Technology Programme Management of Technology (MoT) Date 2018-08-28 Abstract Tracking is a pervasive mechanism across the web which is capable to trace and collect users’ online data. One of the most widely used mechanisms for tracking are cookies, and they are used to deliver online behavioral advertisement. Since these mechanisms pose a threat to privacy, the E-Privacy Directive was created as the regional legal instrument to pay special attention to this issue in the European Union. Now, we are at a crucial moment, there is a discussion to replace the E-Privacy Directive for the called E-Privacy Regulation. However, the nature of privacy policies is complex, and there is an ongoing debate about how the E-Privacy Regulation needs to be implemented or what elements should entail. This master thesis project sought to provide empirical evidence for this debate. Our findings emphasize the need to promote harmonization of the provisions of the E-Privacy Directive in member states, especially on consent and guidance. Also, our work revealed that businesses’ incentives play an important role in explaining the variability of tracking presence. Hence, this suggests that understanding the “parsimonious” factor of businesses’ incentives can be considered by policy-makers to commence an important debate and re-solve the privacy problem. Subject PrivacyCookiesE-Privacy DirectiveE-Privacy RegulationGovernanceEconomics of PrivacyTrackingIncentivesTransparency and AccountabilityOnline Behavioral Advertisement To reference this document use: http://resolver.tudelft.nl/uuid:50d04f83-222d-479e-8ddd-661d2243857a Part of collection Student theses Document type master thesis Rights © 2018 Elsa Turcios Rodriguez Files PDF Tracking_Cookies_Elsa_Tur ... ERSION.pdf 3.07 MB Close viewer /islandora/object/uuid:50d04f83-222d-479e-8ddd-661d2243857a/datastream/OBJ/view