Almost five years ago, EU legislators shocked the Internet world by changing the legal requirement for the use of cookies and similar device identification techniques from “notice and opt-out” to “notice and consent.” At first, there was a sense of disbelief about whether this sudden legal twist was for real. As the dust settled, it became clear that what had been common practice until then—sticking a generic paragraph about the use of cookies in the privacy policy and referring users to the browser’s menu for further control—was no longer enough to comply with the new requirement.