[panstromek]

Yea, companies are probably abusing this (as I have noted in the sibling comment), but I think marketers themselves truly don't get it. I've been on the implementation side of this and it's always frustrating debate. It's pretty clear that they just think this is about just picking a different vendor with "GDPR" on list of features, not realizing that the law fundamentaly targets metrics they want to use, and they just cannot do it "the old way" as they are used to.

[iamacyborg]

I don’t think this is a problem limited to marketers to be fair. How many developers are still also building all these data collection and delivery pipelines? They should know better too, no?