In a previous life I worked in ad-tech, and I don't think it's as black and white as the OP makes it out to be. I think that's actually a Bad Thing™️ as this industry needs to profoundly change or die.<p>This isn't a new, unexpected thing for sell or demand side ad-tech platforms, they've seen the death of IDFA coming for a few years. The reality is that this will likely stop more 'above board' players (a good thing) but the gray area and outright malicious, scummy ad and data companies will still attempt to generate unique identifiers through things like native fingerprinting. I think Apple will also stop them incerementally, but this sadly isn't an outright victory.<p>I don't understand it myself, but people DO opt-in to personalised ads in pretty decent numbers, it's anecdata, but I've seen data from very large control trials (testing for exactly this scenario) where ~50% of users opt-in. The devil is in the detail with these things: what will the copy be? will alternatives be presented? how will users be able to link 'value' to what they're being asked for?