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@A1 that’s a good point. So basically the reasoning behind these decisions is that the transfer is per se unlawful, due to the clash between US surveillance laws and the tenants of GDPR (see Schrems II). So no matter which legal basis you adopt, the processing activity (i.e. the transfer) will never be lawful. You can imagine that there is a big debate right now, because this implies that before a new privacy shield is enacted, most transfers towards the US will be deemed unlawful.
See for instance https://www.huntonprivacyblog.com/2022/07/15/irish-data-protection-commission-moves-to-block-meta-transfers/
I get the impression that US-based companies dependent on GA for monitoring their online performance are just ignoring the rulings because there are not robust alternatives available. But would love to know if I’m wrong about that. Things may be different for EU-based companies.
Not sure about other companies but mine isn’t based in the US so GDPR is a bit more top of mind.