The real time bidding on ad placements seems like a thing that a user could never give consent to as it's literally feeding your info to a massive ever churning list of companies that get to bid on it.
Aka - you land on a site, it send your IP and whatever identifiers it has to 10,000+ companies who all then figure out if they want to bid on showing you an ad.
Aka - you land on a site, it send your IP and whatever identifiers it has to 10,000+ companies who all then figure out if they want to bid on showing you an ad.