I am always so surprised when I read articles like this by people in the "ad tech" space by the amount of sheer entitlement to people's attention and data. Apple making this move is treated as if they were denying access to a natural resource, like Nestle putting a fence around your local lake and selling you the water.

Ads are not inherently good, consumers don't need them, and ad companies don't have any right whatsoever to our attention or data. If it can be abused, it will be, and Google and Facebook have shown you can make tens of billions off of personal data and attention. To me it's fundamentally immoral. To see the terrifying endgame to all this, check out "The Age of Surveillance Capitalism" by Shoshana Zuboff.