In the light of data scandals, like the Cambridge Analytica scandal, the EU legislators introduced new laws to police certain forms of user tracking as well as the use of data generated through user tracking. Thus, Austrian enterprises are now limited by EU and Austrian laws in the extent to which they can apply user tracking for business purposes. To evaluate the impact of these laws, it is necessary to answer the following research questions:
What is currently considered state-of-the-art user tracking and which other methods are still in use?
Which (state-of-the-art) user tracking technologies are currently used by Austrian enterprises for business purposes?
In which ways are these technologies covered by Austrian or European law? Which technologies in use pose potential threats to users’ privacy and are currently not regulated?