Google to Use IP Addresses for Ad Personalization in UK and EU Starting August 3

Google has informed advertisers that starting on or shortly after August 3, 2026, it will begin using IP addresses for ad measurement and personalization in the European Economic Area, the UK, and Switzerland. This change assigns a new purpose to data that Google already collects, transitioning from network routing to device identification for advertising purposes. The update also triggers consent requirements under UK and EU privacy laws.