GDPR recognises that data collection in exchange for “better” advertising is essentially a transaction, but one which was being conducted without any freely-given informed consent
that is, if you do absolutely nothing, or click “OK”, or close the pop-over, *in principle* no data should be collected from you that isn’t incidental or essential
the website, if it wants to collect personal data from you (explicitly or automatically) in order to give you different kinds of ads is supposed to put that to you so that you can choose whether it seems like a good deal or not
no “list every possible use of any data so exhaustively that you can’t see the wood for the trees”
no “easy route to consent, hard route to deny”
*freely-given consent* is the term
but have you seen a GDPR-compliant news site with ads?
because I’m fairly sure I haven’t yet.