The crux of his thesis is this: "Nothing tied to a user’s identity should be used to serve them a particular message." But is pseudonymous behavioural data the

The crux of his thesis is this: "Nothing tied to a user’s identity should be used to serve them a particular message." But is pseudonymous behavioural data the same as a user's identity? Google can make a guess about your gender based on your search history without knowing anything about your identity. Would that type of targeting be banned? You can geolocate an IP address trivially - would location-based ads be banned? The notion of what constitutes "user identity" could tie up court cases for years if ads are banned and companies challenge it.