TechREG® Chronicle – Tracking-Based Advertising

Dear Readers,

This Chronicle takes a direct look at tracking-based advertising (“TBA”) — a model that has for some time powered the digital economy but is now straining under the combined pressure of privacy rules, platform control, and shifting market dynamics. From Apple’s app tracking rules, to the structural difficulties of obtaining genuine consent under EU law, and the rise of AI “agents” that amplify profiling, our authors dissect a system whose foundations are becoming