As someone who's very pro-privacy, I'm about to bring the most cynical take I could think of: you could argue that the effective monopoly (well oligopoly, if you also consider FB a part of the problem) on acquiring / processing tracking data at scale creates an uneven playing field for all businesses, who have to resort to using Google's ads&analytics services - or entirely give up any edge that their presence on the open Internet could bring them.

I could imagine a much better world where the playing field is levelled for everyone by outlawing tracking entirely, but I'll just keep on dreaming.