[panstromek]

I also think that many vendors in this space are abusing the fact that marketers are not technical people, so they just wave around some "we're GDPR ready", "anonymized data" slogans such that marketers feel that they can tick the "GDPR" box and get all the metrics they are used to.

While of course not realising that GDPR implementation is partially on them and that some of those metrics are literally impossible to implement without breaching into GDPR territory. Any company saying that they are "fully GDPR compliant" but also giving you retention and attribution metrics by default is probably confusing you in this way.