On first visiting the site you are presented with the option to "Consent" or view more Options (where you can Opt Out of all - except you can't really because some require Opting Out on the specific Advertisers site). But if you do choose to Opt Out all, they will then show you the initial Option box on every visit to the site, where you have to go through the More Options route every time. And if you ever accidentally click I Consent, then they opt you back in to everything again and then never show you that option box ever again.
Note: I just picked on Mashable, but there are many, many sites following this same dark pattern.