How do we square a digital, tracking ad business with privacy?

It’s hard to see how a company running a $5 billion, and growing, digital (ie. tracking) ad business can be real about protecting privacy.

https://adguard.com/en/blog/apple-tracking-ads-business.html

Tim Cook famously said: “You are not our product. You are our customer. You are a jewel, and we care about the user experience.” (2018) But does this line up with Apple’s recent hard charge into the digital advertising business?