[marketingtech]

The data being collected is a random identifier and a consent opt-in for tracking/cookies. These businesses use this framework as their source-of-truth declaring whether an internet user consented to cookies or tracking, and their ad systems behave according to the user's preferences.

So now they're being asked to delete their records of who opted in or out, because that data was illegitimately acquired.

[edit] This could also have implications regarding data collected through other systems based on the assumption that an opt-in was valid.