Yes, but that's also a torpedo to the way programmatic ads are currently bought and sold. (FWIW I am in favor of such a change, but there are a lot of very large tech companies selling data management platforms whose core value prop is being able to stitch together audiences from this sort of data and precisely target them everywhere their browser cookie or device ID goes.)
Basically anything that hurts American tech companies is intentional on the part of the EU. That's why they're keeping both eyes shut on the plethora of violations many European companies are doing.
