Christopher F Mondschein, LL.M. (cum laude), LL.M. (cum laude), researcher at the Maastricht European Centre on Privacy and Cybersecurity (ECPC), Faculty of Law, Maastricht University, the Netherlands. This article is based on research conducted for my Master thesis on the regulation of online behavioural advertising. Comments are welcome under <mailto:c.mondschein@maastrichtuniversity.nl>. The usual disclaimer applies.