Private browsing mode is your friend. (You can set it as your default, at least on iPhone.) Caveat: You will have to keep confirming cookie usage popups (EU only I guess).
Private browsing does not conceal what you visit from your ISP, and it only partially prevents trackers and beacons from tracking you (browser fingerprinting is an issue the private browsing won't solve).
It also won't safe you from nefarious extensions installed in good faith (as mentioned in the presentation).
Using private browsing keeps your local history clean, and prevents existing cookies from being used to track you. That's it. It is there mainly to prevent the letter 'p' typed in the address bar from auto-completing to the more colourful websites just when you want to show your mother-in-law a nice quilt you saw on Pinterest.
To prevent the level of tracking mentioned in the presentation, you should at a minimum use a VPN, private browsing, and trusted anti-tracking extensions such as uBlock Origin and Privacy Badger (which as far as I can tell seem to be in the clear and above board at the moment).
If your threat level warrants it (e.g., a judge in a morally conservative society) you would use Tor or a VPN with multiple exit points chosen at random for each session.
Private browsing mode is helpful in the sense that it disables all extensions by default (Google seems to have understood that they pose a privacy risk), but as others have pointed out it won't protect you from tracking by your ISP or IP-based tracking (if your address is stable over longer time periods).
I recommend using a VPN solution with rotating exit nodes, e.g. Zenmate. This will make it much harder to track you based on your IP address (as many people will share the same exit node address and as it will often even change randomly between requests), and it will keep your ISP from spying on you as well as the only thing they see is the VPN connection.
It might protect you in the sense that the evil browser extensions are disabled, but then why install them at all?
The fact that I visit `https://news.ycombinator.com/user?id=qznc` more often than other user pages reveals something about my identity. That is one attack the researchers used. Browsing mode is not designed to protect you from URL snooping. Embedded ads can track those URLs as well and they can in private browsing mode.
Private browsing mode protects the client, it's so people with access to your browser can't see what you've been up to.
It doesn't do much in protecting you from servers that are tracking you - especially over time when there is a large number of individual pieces of information that might not reveal anything in isolation but when put together can be quite revealing.
It also won't safe you from nefarious extensions installed in good faith (as mentioned in the presentation).
Using private browsing keeps your local history clean, and prevents existing cookies from being used to track you. That's it. It is there mainly to prevent the letter 'p' typed in the address bar from auto-completing to the more colourful websites just when you want to show your mother-in-law a nice quilt you saw on Pinterest.
To prevent the level of tracking mentioned in the presentation, you should at a minimum use a VPN, private browsing, and trusted anti-tracking extensions such as uBlock Origin and Privacy Badger (which as far as I can tell seem to be in the clear and above board at the moment).
If your threat level warrants it (e.g., a judge in a morally conservative society) you would use Tor or a VPN with multiple exit points chosen at random for each session.