I work in marketing. It's hard to anticipate the all the effects, but we have of yet no reason to be too concerned. Google is unclear on how it will affect the options of their advertisements, but we anticipate that however they implement the rules, their own network will come out on top, and we will have even less reason to use any other advertisement network (surprise, surprise).

I wonder if this will finally be the death of display advertising - the value is already insanely low. And for the most part we have moved on to other channels.