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American companies so far have been really bad at actually complying with regulations like the GDPR - many do on the surface level, but if you're a European company that wants to do things right and not take risks on the interpretation of things like "consent", suddenly your pool of potential third-party data processors drops significantly. There's a serious cultural issue there.

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> There's a serious cultural issue there.

Said "cultural issue" is the reason why the GDPR was implemented in the first place! It was not European ad-tech running wild tracking people all over the place so hard that even the notoriously slow and complex EU parliament had no choice but to act in the interest of their constituents.

Let's not kid ourselves : European ad-tech companies are not substantially more ethical than their American counterparts.

GDPR (even with its current clumsy implementation) is a much needed piece of legislation since the data processing market have no economic interest in "behaving" ethically.

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