Two levels of things here: Google/Doubleclick and the GDPR and then this particular "push page" issue. - GDPR instructs that an organization maintain control of

Two levels of things here: Google/Doubleclick and the GDPR and then this particular "push page" issue. - GDPR instructs that an organization maintain control of people's data. "Control" in the legal sense of it where you know who is getting the data, what their data handling practices are, how it's going to be used, etc. - Real Time Ad bidding is the process where you land on a site and then that site has a JS snippet which passes your information (it can be more than this, but lets just say your IP address) to an Ad Auction where advertisers bid on showing you an ad. They do geolocation, company lookups, check retargeting cookies, etc. and then whoever offers the most money to show you an ad gets their banner on the page you are looking at. - Google's Doubleclick is one of the largest Real Time Bidding setups. Side Note: a frequent comment I see on HN is that "IPs are not personally identifiable" which is true in the abstract, but they are identifiable enough that advertisers are willing to spend significant amounts of money on ad bids. You may immediately see the problem here: it's impossible for you (the person browsing) to give meaningful consent to share your information with all these companies participating in the ad auction because the site you just browsed to has zero flipping idea who they are and in any case there is a constantly churning audience of literally tens of thousands of companies participating in these auctions. All of that is the context then for this newest development: push pages. Google/Doubleclick is attempting a bunch of different approaches to deal with the fact that the GDPR shatters the current privacy destroying setup of anytime you land on a site with their JS include that your information is sent to several thousand companies unknown to you. They're trying to implement psuedo anonymous identifiers [1] they're trying pull back on cross site matching, etc. all of which hurts their bottom line. So what this "push pages" looks like is an attempt at a technical workaround to some of the legislative hurdles raised by the GDPR. By moving the JS+Cookie setting to the Google domain they're able to say (in some context) that it's a 1st party cookie and not a tracker and able to do more sophisticated matching. Side Note: another frequent comment I see on HN about the GDPR is that "It's too vague, why doesn't it just say what I can and can't technically implement" and this is exactly why: if the law is laid out in technical terms instead of intentions and actions it's easy to find loopholes (aka moving some aspect of tracking from a site to Google's page). 1 - https://support.google.com/analytics/answer/2763052?hl=en https://support.google.com/analytics/answer/2763052?hl=en