Absolutely agree with you, having been a digital marketer and later Product Manager for an Airline, I realized the ill-effects of mindlessly using tools to "crack" the secret sauce of heightened UX and hence increased revenue stream. Would I do it today? No. Would a CMO push for third party trackers? Hell, Yes. The onus lies on CTO to evaluate products, third party tools against a checklist that also covers User-Data protection as one of the bullet points.