The adtech/data broker business is still very lively in EU. The last time I read into it a year or two ago the consensus seemed to be the privacy gains over the last decade have been modest at best. There was a few big name trackers that were forced to narrow data collection but the general ad/location tracking and data broker business is still mostly the same.

https://arxiv.org/abs/2411.06862

https://netzpolitik.org/2025/databroker-files-targeting-the-...