Google to begin using IP addresses for ad tracking in EEA and UK, raising GDPR concerns
By
Silvia Iacovcich
Summary
Google is updating its privacy policy to allow IP address tracking for advertising measurement purposes in the EEA, UK, and Switzerland starting August 4. Previously, IP addresses in these regions were only used for routing traffic and displaying ads. The change raises concerns about GDPR compliance and has significant implications for user privacy, making VPN usage more important than ever for protecting personal data from being used for targeted advertising.
Source
bskyGoogle to begin using IP addresses for ad tracking in EEA and UK, raising GDPR concernstechradar.comKey quotes
· 3 pulledGoogle has so far only used IP addresses to route traffic and display adverts in these regions.
from 4 August, it will allow third parties to show you more personalised adverts by tracking your activity via your IP address.
The move raises questions about compliance with the GDPR in the EU and UK
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