Google to use UK and EU user IP addresses for ad personalization
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Feed Name: Bleeping Computer
Google has informed 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 shifts IP usage from routing to a personalization purpose that triggers GDPR/UK consent requirements, raising concerns about fingerprinting and regulatory compliance and placing the onus on advertisers to obtain valid consent.
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