I really love the GDPR for just making the life for such business models way harder.
Implementing data, analytics, tracking and stuff in a way that is compliant with GDPR (or its local equivalents) is doable and from an architectural point of view even interesting imho.
I love building GDPR conforming data architectures with my clients right now.
Think of all the free apps: I was in a conference with startup founders bragging about the business they make selling the location data of app users by incorporating some third party libraries in their apps without the users knowing. Of course, everything is anonymized, is it?
Add-supported websites on the other hand have only to document what is going on and get the consent of the user. That's a simple notification bar with a button, like the cookie notice, plus a page detailing the privacy policy. The GDPR even mentions legitime reasons for collecting, storing and transmitting personal identifiable data like technical or business needs. And in addition, almost all ad networks are going to anonymize IP addresses by stripping some bits and have opt-out features for being profiled.
As I am still having 7 days to go and that is just a personal blog, I plan on using my free time to do that (would just take 3 - 5 minutes to disable everything if I wanted to by removing GTM and redeploying).
So removing everything is quite easy. It is way more difficult to selectively remove singular features - in this case the DoubleClick integration. As I am not doing that exact step all day (even being a data analyst with a focus on web data), I would have to look, where to configure that exactly. That would take longer.
So be snarky - I don't care, as I am already preparing for GDPR compliance and will have my house in order come May, 25th.
[Edit] Took 12 minutes in the end. Will take some time until caching catches up. Using a incognito instance all good to go regarding the trackers. "Only" the update for the privacy page remains for the weekend to do.
These so called cookie layers are not necessary for tracking. They are not even necessary for first party on site advertising. For that you also do not need consent if you read the GDPR/DSGVO (German version).
In the DSGVO it is §6.1f [1] you would want to read about. There is even an elaborate explanation from the German legistlation [2] what "Berechtiges Interesse" ( legitimate interest) exactly means.
So to make this short: direct marketing as well as tracking is totally fine even without consent. Give an option to opt out, explain why you need the data, what you do with it and how long you store it as well as a point of contact (for people wishing for their data to be deleted) and you are fine.
As long as you do not do profiling or stuff like that. A personal blog/website is then totally fine with GDPR. Btw. you would need to add all of this to your privacy page even if you had no web tracking installed, as your webserver probably would have logging activated. Having an IP address in there make this data fall under the GDPR (at least in Germany). So you would need to explain all that stuff because of the log files non the less.
[0]: https://schriftrolle.de/datenschutz [1]: https://dsgvo-gesetz.de/art-6-dsgvo/ [2]: https://dsgvo-gesetz.de/erwaegungsgruende/nr-47/
[Edit:] Ordered the footnotes
Internet advertising is a viper pit of privacy invasion. They didn't get their house in order, and let it turn into the horrible mess it is today, so they shouldn't be surprised that the regulators stepped in.
Second, are you sure about this? My understanding is that if you use third-party tags such as analytics you need to get consent from users and not to use them if they don't consent.
One other thing that is not clear to me is if we need cookie prompts, and how can we implement cookie opt-ins/outs without being able to set cookies.
I thought the GDPR required users to opt-in to tracking (if consent is used as the lawful basis for processing), and if they choose not to opt-in, you must disable the tracking while still providing the service. Are you sure just updating your privacy page is enough?
Then there are the requirements to allow users to download or delete their data.
If you do linking of such stuff (like Google Analytics with DoubleClick) you need an opt-in. Only then the opt in cookie banner is really necessary.
Please excuse the late answer - was on holiday.