The use of web tracking technologies and its compliance with the consent-requirement

Every day, numerous web tracking tools are used for advertising or as a basis for developing or improving products. The use of these technologies has a significant impact on the privacy of individuals, as they provide service providers with personal data and profiles can be created. From a user's perspective, it is not always transparent which kind of data is collected and how it is used and transmitted through an interconnected ad ecosystem with a number of participants with primarily monetary interests. This paper analyzes the use of tracking technologies in current practice and its compliance to the consent-requirement of the GDPR.