Yes, that's exactly what I'm saying. The industry made us all believe they do, in what began as a differentiator from offline ads, that quickly spiraled into the current day insanity. Browsers have been playing cat and mouse to a degree, but except for the annoying cookie banners that everybody hates, regulation like GDPR is the thing that has restored some small piece of sanity. There should be more and better regulation + enforcement to better align ad tech with the interests of the public.