Google to use IP addresses for ad personalization in EEA, UK, and Switzerland from August 2026
By
Luis Rijo
Summary
Google has announced it will begin using IP addresses for ad measurement and personalization across the EEA, UK, and Switzerland starting August 3, 2026. The change, communicated via a mandatory service email to AdSense publishers on June 17, 2026, involves privacy-enhancing technologies and a formal update to Google's IAB Europe TCF registration. This represents a concrete step in Google's long-term effort to build identification and measurement infrastructure for digital advertising in privacy-regulated markets.
Source
bskyGoogle to use IP addresses for ad personalization in EEA, UK, and Switzerland from August 2026ppc.landKey quotes
· 3 pulledGoogle has told AdSense publishers that it will begin using IP addresses to power ad measurement and personalization across the European Economic Area, the United Kingdom, and Switzerland on or shortly after August 3, 2026
The announcement arrived yesterday, June 17, 2026, via a mandatory service email sent from Google AdSense to publisher accounts
It signals a concrete operational step in a years-long effort to build identification and measurement infrastructure
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