Google to use IPs for ad personalization in EEA, UK
🔒 Google has notified advertisers it will begin using IP addresses to identify devices for ad measurement and personalization across the EEA, UK and Switzerland on or shortly after August 3, 2026. The change repurposes IPs — already transmitted to route traffic and deliver ads — for purposes that trigger consent requirements under UK and EU law. Google will register for IAB Europe TCF Feature 3 and says it will rely on privacy-enhancing technologies while offering later user choices on its properties. Advertisers remain responsible for obtaining valid consent under Google’s EU User Consent Policy.
