Those companies doing business in the EU should have been looking for alternatives since at least 2016 when GPDR was adopted.
It doesn't seem realistic to rely on targeted advertising if that require opt-in, informed consent. I suspect only a small fraction of visitors would agree.
I hope contextual advertising and similar less-invasive approaches becomes the norm again. Contextual advertising have been used for decades in Newspapers, on the TV and radio.
If someone only agree because of a dark pattern or agressive/repetitive consent popups, then it's not free and informed consent.
It's pressuring visitors into accepting something they wouldn't otherwise accept, and it might not be compliant.
Clearly there need to be more enforcement of GDPR.