It would be a start if users could select in the browser if they want to receive personalized content/advertising, be tracked or whatever. All those new GDPR in

It would be a start if users could select in the browser if they want to receive personalized content/advertising, be tracked or whatever. All those new GDPR induced layers definitely make the web a whole step worse (and I don't blame the GDPR for that). Every time I see a website having 'essential' and 'functional' cookies I start freaking out because, in my opinion, those websites are just lying. In most cases, their 'functional' cookies are either marketing or tracking cookies, but never relevant for the core functionality of their website. And there are still too many websites out there which either try to make you click the 'Accept all' button or simply don't understand that the law requires an opt-in and not opt-out. Pushing the UI for the cookie-use-case selection into the browser would at least end this UI layer hell. But I am sure, some browser vendor will mess up the party and go some extra way, similar to what we had with the DNT header... Maybe we just need another law like 'Do Not Track means Do Not Track!'.