Google will start using IP addresses for ad measurement and personalization across the EEA, the UK, and Switzerland on or shortly after August 3, 2026. This marks a new approach in regions where IP addresses are classified as regulated personal data under GDPR.
Currently, Google receives IP addresses to route traffic and deliver ads. After the August date, these addresses will also be leveraged for identifying devices for measurement and personalization, necessitating user consent under UK and EU law.
Google will register under the IAB Europe Transparency and Consent Framework to further accommodate this change.
For advertisers, the compliance burden intensifies as they must obtain valid consent from users in the affected regions. Until the user-facing choice over IP-based personalization becomes available, controls include declining non-essential cookies and reviewing ad personalization settings.
This update was shared by Hana Kobzová.