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It's also quite disconcerting to consider the implications of this. Since we 'opt in' to the articles we click on, tracking what individuals read and then building a profile based off of that would be quite informative, and quite invasive.

And then sharing, trading (to expand the profile), and selling it to other companies? Really nasty stuff.

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That's exactly why the GDPR is put in place, to give users transparency and force website to ask the users consent before tracking.

You'll see some sites have quite an extensive menu of opting in to various tracking etc. For example Engadget or TechCrunch have a popup asking you to give consent, or not, before using the website. This is how it should be done.

Then there's other websites that shows you all it's tracking and ask you to just accept, there's no option to refuse, which is against GDPR, as implied consent is no longer valid.

And then you'll have websites like latimes that just goes "fuck it, we'll just block 500 million people in EU instead!"

Perhaps some major players in the programmatic ad clusterfuck have just thrown their hands up over GDPR.

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