Abstract
In the modern online world, users are often asked for a permission to track their actions as a permission to “allow cookies”. The gathered information could be very valuable for a potential advertiser. However, online tracking is not only a benefit for a user but also a threat to the user’s privacy. This information combined with a targeted advertisement on a mass scale has potential to alter behaviour of large groups. This study summarises previous academic work on online user tracking and anti-tracking measures. As a result, it describes the current mechanisms used to track a user, as well as some methods that can be applied to reduce tracking. The study concludes that government legislation and open dialog between Internet users and advertisers might be the only way to ensure online privacy.