[jacquesm]

Think of it as a starting point. I'm all for applying network algorithms to fines like this: if you don't back off we'll double the fine. Every time it is levied.

https://en.wikipedia.org/wiki/Exponential_backoff

And if the company can't pay then the execs are on the hook, everybody with a C-level title or a board seat. I would happily wager this would get even the largest entities into compliance within days, weeks at most.

[Stranger43]

The doubling of fines was tried successfully against microsoft back in the web 1.0 when they refused to acknowledge the antitrust fine.

Basically the EU(or even Norway) is way to big a market for advertisements for the industry to just ignore so sooner of later adtech will fold and play nice.