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Google to use IP addresses for ad personalisation in the EEA and UK
Google has begun using IP addresses for ad measurement and personalisation in the EEA and UK. The change applies after 3 August and affects how user consent requirements are handled, treating IP-derived signals as part of the data Google uses to measure and personalise ads in those regions.
What changed
It is a notable shift in a market defined by strict consent rules, and it raises fresh questions for advertisers about consent capture and the lawful basis for processing IP-based signals.
Why it matters for advertisers
For you, this means advertisers serving the EEA and UK should review how IP-based personalisation interacts with their consent setup before 3 August. Worth confirming with privacy or legal advisers that consent flows and disclosures cover this use, since requirements in these regions are strict and enforcement-prone.
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Original newsletter text and archive evidence
Google to use IP addresses for ad personalisation in the EEA and UK
Google has begun using IP addresses for ad measurement and personalisation in the EEA and UK. The change applies after 3 August and affects how user consent requirements are handled, treating IP-derived signals as part of the data Google uses to measure and personalise ads in those regions.
It is a notable shift in a market defined by strict consent rules, and it raises fresh questions for advertisers about consent capture and the lawful basis for processing IP-based signals.
For you, this means advertisers serving the EEA and UK should review how IP-based personalisation interacts with their consent setup before 3 August. Worth confirming with privacy or legal advisers that consent flows and disclosures cover this use, since requirements in these regions are strict and enforcement-prone.
Source captured . No explicit first-contributor label was provided for this update.
