I spend a fair amount of time fending off requests from our marketing team to add every tracker they can think of into our site. It's as if they don't even think about the possibility that our customers might not like that.
The platforms do an incredible job of selling their ad tech across a business. No matter what business you're in the expectation is that Google or Meta etc. SHOULD work, and if they don't your marketing team isn't doing it right.
So then the pressure comes from execs to do whatever is needed to make these platforms work well. The execs aren't close to the details of what that means, but they want results.
Marketing then gets told they need to push more data to the platforms to make things work. This lines up with the what the execs have been told as well, more data is a good thing right?
Since marketers are non-technical the platforms want to make passing data to the platforms AS SIMPLE AS POSSIBLE. Which leads to these all encompassing data trackers (which conveniently is good for the platforms as well). Marketers don't really understand the tradeoffs, they just know more data is a good thing, and they HAVE to get this platform working well or else they're out of a job.
Then the question of should we trust Google or Meta is just hand waved away. They're huge companies 'of course we should trust them, they're the best in the world' – is a pretty easy pitch for a personable account rep to make over an expensive lunch. Even if you don't trust them, what are you going to do, not work with them while you're competitors make money???
IMO it's clear market failure and govt intervention is the solution. Complaining about marketing departments not doing the right thing is never going solve the problem.
It's been largely a problem of the marketing team not knowing how to use the tools they had. Rather than figuring out how to extract the desired data from Google Analytics, they wanted to add more trackers just because those trackers promised to make some datum more easily accessible to these non-technical users.
So we dodged some of those bullets just by a combination of training the marketing folks on how to use their own tools, and by just taking the bull by the horns and extracting the data for them.
We used to worry about trackers duplicating and profiling our player base back when we were running multi-billion dollar mobile games. F2P monetization being the long-tail beast it is, you really worry about ad platforms understanding your revenue dynamics. It was actually the managers who were worrying about trackers rather than the other way around.
I don’t know if you can find a similar argument in your industry, but losing the long tail to customer profiling can be a good string to pull.
