threat-intel
Google to use UK and EU user IP addresses for ad personalization
Medium
Summary
Google plans to begin using IP addresses from August 3, 2026, across the EEA, UK, and Switzerland for ad measurement and personalization. This shift is driven by regulatory changes regarding personal data, particularly under GDPR, and involves registering with the IAB Europe Transparency and Consent Framework. The move has raised concerns due to Google’s previous stance against fingerprinting and the ICO’s recommendations for stricter consent rules regarding cross-service profiling.
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