You can do non-targetted ads without explicit consent as far as I understand. You only need it for the extra personal information use. Sure it's a bit worse for the publishers. (But I'm happy with that)
Mom and pop publishers who don't have the resources or ability to staff their own ad sales team are going to be in trouble. The big players who can work around this obstacle are going to be fine. I'm not happy about this.
Storing an IP address by itself and sharing it is not, by itself PII
[1] https://www.enterprisetimes.co.uk/2016/10/20/ecj-rules-ip-ad...
In the US, legally thats fine. In the EU they classify it as personal information.