This was before the rise of the GDPR - I think it's fair to say now they are getting their teeth into tech companies Google is realizing they can't rely on the

This was before the rise of the GDPR - I think it's fair to say now they are getting their teeth into tech companies Google is realizing they can't rely on the same avenues to make money - they can't use data in the same way in 2020 as they could in 2010. Cue a shift in business models as Apple et al (and probably Google itself with Android) limits what data can be accessed at any time.