Google to Use IP Addresses for Ad Personalization in EEA, UK, and Switzerland

• •Google will use IP addresses for ad personalization starting August 3, 2026.
• •This practice requires user consent due to GDPR regulations on personal data.
• •Advertisers must comply with Google's EU User Consent Policy regarding IP usage.

Google announced it will start using IP addresses for ad measurement and personalization in the EEA, UK, and Switzerland on or shortly after August 3, 2026. This change is significant as IP addresses are classified as personal data under GDPR, necessitating user consent for such usage. Google will register under the IAB Europe Transparency and Consent Framework for identifying devices based on automatically transmitted information. The move follows Google's reversal of its anti-fingerprinting policy in December 2024, which was criticized by the UK's Information Commissioner's Office (ICO). The ICO has recently advised that IP-based personalization should require user consent. Advertisers are reminded to comply with Google's EU User Consent Policy. Initial user controls over IP-based personalization will be limited. This development marks a shift in how Google approaches data privacy in the EU and UK.