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The European General Data Protection Regulation (GDPR), which went into effect in May 2018, leads to important changes in this area: companies are now required to ask for users' consent before collecting and sharing personal data and by law users now have the right to gain access to the personal information collected about them. In this paper, we study and evaluate the effect of the GDPR on the online advertising ecosystem. In a first step, we measure the impact of the legislation on thearXiv:1811.08660v1 fatcat:fefujj2xzra2pjbycsxraytnci