[darkkindness]

Sometimes personalized advertising makes money at the cost of privacy, e.g. selling of personal data. In the EU, data privacy is a right. So the law isn't maliciously making life hard for these 'services', but if your entire monetization strategy is breaching data privacy, then good riddance to you.

[taysic]

Commonly the data is used for targeted advertising which is why they need the pop ups and consent forms. Their appearance is not because the companies want GDPR to look bad.