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RESEARCH, ANALYSIS & TRENDS

Study shows how AI could get the

cookie pop-up chaos under control

One of the most annoying problems when simply hide the already existing cookie banner, but in
surfing the web is the obligatory cookie banner, the future a better solution should be available that al-
which most users now just click away in ways selects the most data protection-friendly solution
frustration and often with the worst default based on artificial intelligence, for instance, only ac-
setting for data protection. cepts the most essential cookies.

A team of researchers from the University of Wisconsin
A study shows how AI could solve the problem much
smarter with an AI-based browser plugin. -Madison and Google provide a preview of the study,
titled CookieEnforcer: Automated Cookie Notice Analy-
Well-meant is often the opposite of well done, as shown sis and Enforcement for more details. The fact is that
by the mandatory cookie pop-ups when visiting a web- with a hit rate of 91% for the world's 500 most well-
site, which are also prescribed in the EU by the General known websites, it already seems to work quite well.
Data Protection Regulation (GDPR) and are corre-
spondingly widespread. Not only has each website cre- Unfortunately, CookieEnforcer is currently not freely
ated its own sometimes overloaded and complex struc- available but at least it is said to come soon. ◊
tures that most website visitors despair of when they try By MediaBUZZ
to choose the most data protection-friendly option, the
default setting is usually asking for permission to accept
all cookies, and thus the free ticket for the advertising
industry to learn everything about the visitor.

Most people click on "accept all" to move on quickly
which is certainly not in the spirit of the inventor. There
are browser plugins that do exactly that automatically or

April 2022: Marketing Automation: AI, Big Data & Deep Learning 5