Big Tech companies are aware that the EU is coming after their online advertising model and are trying to limit the impact ahead of the crackdown. For example, Google is already phasing out cookies. Now, Facebook has announced that it will remove some of its more controversial ad targeting services, such as showing ads to people based on their religion, sexual orientation and political affiliation. But while Facebook is "feeling the heat", their changes are not enough to prevent stricter regulation. Ad tech is running scared.