Google will begin using IP addresses for ad measurement and personalization in the EEA, the UK, and Switzerland starting on or shortly after August 3, 2026, bringing a routine technical signal into regions where it is treated as personal data. The change raises consent and fingerprinting concerns under GDPR and UK rules, with Google, the ICO, and the IAB Europe TCF now central to how IP-based personalization will be handled. #Google #ICO #IABEuropeTCF
Keypoints
- Google will use IP addresses for ad measurement and personalization in the EEA, UK, and Switzerland.
- The rollout is set for on or shortly after August 3, 2026.
- IP addresses are already collected, but their use will change to device identification for ads.
- Google will register under the IAB Europe Transparency and Consent Framework for Feature 3.
- The change increases consent and fingerprinting concerns under GDPR and UK rules.