EU market is something like 25% of all the global market revenue, both for total industry and for the main international players individually. 25% of total revenue is large enough to adapt instead of avoiding the market, and it would be expected that every multinational player will be compliant, and thus also require their suppliers to be compliant - i.e. Google won't be buying data from a random adtech company if it might be "contaminated" with EU data obtained without proper procedures, the potential financial risk is just too great.
