However, the cavalry might be around the corner. Although ad-blockers, which by and large also block tracking-cookies from being installed on the user equipment, have been around for some years, their use was until recently confined to techies and nerds. In the last couple of years this has been changing. Ironically, the popularity of Google Chrome goes hand in hand with the rise of ad-blockers on desktops (and laptops). Until recently, ad-blockers did not exist on one of the most important platforms for advertising revenues, iOS. This has changed with the launch of iOS 9 in mid September 2015. Suddenly ad-blockers are clearly on everyones agenda, either as threat or blessing. The adoption rate of both iOS 9 and Safari ad-blockers is stunning and might represent a significant factor to change the ad and tracing game altogether.
This contribution explores the ongoing cookie-wars by discussing the move from regulation to the market and code as modalities for the regulation of human behaviour.
Ronald Leenes (2015), The Cookiewars – From regulatory failure to user empowerment?, in: Marc van Lieshout & Jaap-Henk Hoepman (eds), The Privacy & Identity Lab; 4 years later, Nijmegen: The Privacy & Identity Lab, pp. 31-49, ISBN: 978-90-824835-0-5. available here: