These companies already know they aren't getting consent from users. GDPR's requirements are pretty clear in this regard and personalisation for advertising ca

These companies already know they aren't getting consent from users. GDPR's requirements are pretty clear in this regard and personalisation for advertising can't be a legitimate interest. Every business in the advertising community has seeked legal counseling regarding GDPR, make no mistake about it. They simply hope that they'll be ignored for long enough. > if only enforcement would actually happen It does happen. Maybe not as fast as people would like, investigations and lawsuits take a while, data protection authorities are probably understaffed. Google was fined multiple times already — and they might take this as the cost of doing business, but sooner or later they will be hit with that maximum 4% of global profits if they don't adapt and they are adapting.