particular context and focusing on actual use of data and intended outcomes of data gathering might prove successful. To date, the balance between granularity and generalization of contexts remains unresolved (Solove, 2002). However, regulations specifying concrete conditions for processing personal data "are the decisive test for discerning whether [or not] society is aware of this price and willing to pay it. If the signs of experience are correct, this payment can be delayed no further" (Simitis, 1987; p. 746).
Beyond access control and authentication:A technical perspective on information privacy "Computers constantly produce data. It's their input and output, but it's also a by-product of everything they do…they sense and record more than you're aware of" (Schneier, 2015, p. 15).The era of big data and unprecedented interconnectivity has allowed companies to amass datasets containing incredible amounts of personal information. By recording, storing, tracking and linking events over time, computers are able to identify patterns and gain insights into the individual preferences, interests or personal characteristics of users. As a result, behavioral tracking-and the profiling it makes possible-stand to become one of the most serious threats to privacy ever known.Techniques such as browser cookies and tracking 'pixels' allow monitoring the behavior of individual users across the internet. Cookies were designed to allow websites to recognize visitors to provide features such as automatic login, shopping carts, language settings, or saving preferences. However, advertising companies are increasingly using this technology on a large scale to record the activity of users across a large number of websites (Castelluccia, 2012;Nikiforakis et al., 2013). They do so by asking website owners to insert a small script (also known as a 'tracking pixel') into their pages in exchange for usage statistics. This allows advertising companies to create surprisingly accurate profiles of individuals based on their online behavior, potentially including information they might not even be aware of themselves (Gutwirth & Hildebrandt, 2008). These profiles are usually used to target ads, but they are also sold and shared, enabling discrimination and manipulation (Lyon, 2003;Zarsky, 2019). This kind of tracking is often invisible to users. Even if cookies are disabled or blocked, 'fingerprinting' allows tracking scripts to identify individuals based on specific configurations that are unique to the browser. This allows tracking users between 24 | Chapter 1 2 The privacy paradox -Investigating discrepancies between expressed privacy concerns and actual online behavior -A systematic literature review Barth, S., & De Jong, M. D. T. (2017). The privacy paradox -Investigating discrepancies between expressed privacy concerns and actual online behavior -A systematic literature review.