A Study on Subject Data Access in Online Advertising After the GDPR

Online tracking has mostly been studied by passively measuring the presence of tracking services on websites (i) without knowing what data these services collect, (ii) the reasons for which specific purposes it is collected, (iii) or if the used practices are disclosed in privacy policies. The European General Data Protection Regulation (GDPR) came into effect on May 25, 2018 and introduced new rights for users to access data collected about them.