On 18 September 2019, ID side team presented its prototyping project to the French Digital Secretariat. Among other things, it emphasized how its tool is designed and how it empowers individuals in practice to exercise their fundamental rights online—and meaningfully consent.

Among other points, ID side outlined that tracking online is not a black-or-white assessment, and consent should not be a binary choice. Individuals might be interested in a few companies, products, services, or public content—but not all. They might be willing to share some interests to conclude the best deals, get the latest intel, or grab a unique commercial opportunity—but not all their interests.

If they are empowered to share their interests and privacy choices, and to consent to specific data processing as best suits them, tracking individuals 24/7 might be pointless. This is why our approach is a great business alternative to traditional behavioral advertising.

With our user-centric tool, fundamental rights should be put back at the center of digital browsing. In such a win-win model, both companies or public bodies and individuals are technically empowered to freely agree and build a trusted, long-term relationship online—instead of setting 24/7 tracking as the default standard.