First of all, GDPR is not about cookies. It is about personal data. And so far, courts have considered the user's IP to be personal data. Since advertisers nee

First of all, GDPR is not about cookies. It is about personal data. And so far, courts have considered the user's IP to be personal data. Since advertisers need to know if you really show their ads, the ads need to send some signal back from the user to the advertiser. So ads always send the user's IP to a third party: The advertiser or a trusted intermediary. Assuming no consent to that for everybody would mean that the revenue of my website goes to zero. And I would not be able to run it anymore. As the ones paying for the costs are the users who consent.