Google told advertisers it will begin using users' IP addresses for ad measurement and ad personalization in the European Economic Area, the UK, and Switzerland on or after August 3, 2026. The change affects Google ad systems that already receive IP data through tags, software development kits, HTTP requests, and uploads, but will now use that data to identify devices for personalized advertising. Google says advertisers must obtain valid user consent under its EU User Consent Policy and will register this processing under IAB Europe's Transparency and Consent Framework Feature 3.
Why it matters: This expands how Google can track and profile people in regions where IP addresses are treated as personal data, making it a significant privacy and compliance issue for both users and advertisers. People should review ad and consent settings, while organizations using Google ads should verify that their consent flows meet UK and EU requirements before the change takes effect.
Ax Sharma
2026.06.17
100% relevant
This article establishes a new story because it reports a specific upcoming Google tracking and ad-personalization change, with a dated rollout and direct privacy-law implications, not an update to any existing tracked event.
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