I work in European adtech and the GDPR regulations have meant that a loooot of players had to scramble to remove all the information that was stored in datalake

I work in European adtech and the GDPR regulations have meant that a loooot of players had to scramble to remove all the information that was stored in datalakes that could be used to identify you. So, from a privacy point of view, it's improved the situation. If some DMP has their S3 bucket hacked, then there's less of your personal information being leaked.