Recently, in a case characterized as the ‘European privacy judicial decision of a decade’, 1 the England and Wales Court of Appeal was called to decide on whether Google will have to pay damages to Apple Safari users, who were being tracked by the Google advertising platform, without their knowledge and consent. 2 The Court of Appeal ruled in favour of the claimants, a decision which is expected to open the gates for individual users requesting damages for illegal tracking. 3 The marketing industry has invested significantly in online advertising and such investments are expected to increase: revenues from digital advertising in the US are expected to grow and overtake other platforms, and indeed digital advertising is projected to overtake TV as the biggest advertising category by the end of 2017. 4 This means that the advertisers are in urgent need of finding efficient ways to gain the highest possible return for every advertisement they place on the Internet. Surveys show that consumers are more likely to click on an advertisement relevant to their preferences, previous online purchase history or location, rather than on an irrelevant one. 5