No place to hide:

Further, the FTC alleged that there are no real ways for consumers to opt out of Kochava’s data marketplace, because even resetting their mobile advertising IDs—the data point that’s allegedly most commonly used to identify users in its database—won’t stop Kochava customers from using its products to determine "other points to connect to and securely solve for identity.”

I really must voice that while yes I am concerned with all the data collection, it must be pretty weak sauce as I rarely see an advertisement that actually resonates with me. It is like they have no idea who I am which I find some utterly baffling given all the data they have. Something is missing in the story. I half suspect the data is not accurate and not of high integrity. Still a concern for sure.