This is an ongoing conversation that is coming up across data owners, publishers, vendors and agencies. However, between the ongoing negotiations around GDPR and PECR there's still a lot of confusion. 

The optimist in me is hoping that common sense will prevail and, based on the recent comments from the DMA, that may be the case. 

The standout issue for me is around opt-in consent. Obviously there's still a long way to go but it looks as if we may be getting there.