The GDPR situation and this week's 'fine' for Google certainly suggests that the current model of surreptitiously harvesting outrageous amounts of data from unsuspecting service-users is untenable (as well it should be), so I'll be fascinated to observe the next stages of the data collection vs privacy skirmish.
[0] - https://marketingland.com/survey-shows-us-ad-blocking-usage-...