As far as I understand, this is from the perspective of someone selling ad space. Plus, a lot of the problems they cite are issues with ad platforms integrating

As far as I understand, this is from the perspective of someone selling ad space. Plus, a lot of the problems they cite are issues with ad platforms integrating with their systems, since most of the tech that ad platforms have assumes tracking, it wasn't working with their trackerless platform. The more interesting question is what real difference it makes to companies that buy advertising whether they buy targeted advertising versus trackerless advertising. After all, trackerless advertising was good enough for a very long time.