In a nutshell: Google is implementing the use of IP addresses from European users for ad personalization, despite the company itself having previously criticized this method as problematic for device identification.
Starting August 3, 2026, Google will use IP addresses from users in the United Kingdom, the EEA and Switzerland for ad measurement and personalization. The announcement comes at a time when the UK’s ICO is reviewing new data protection rules.
From August 3, 2026, Google will use IP addresses from users in the United Kingdom, the European Economic Area (EEA) and Switzerland for ad measurement and personalization. This marks an expansion of the technical signals Google uses for ad optimization.
The announcement comes at a sensitive time: the Information Commissioner’s Office (ICO) is currently reviewing new guidelines on user data usage and consent. The regulatory landscape around tracking and device identification in the UK and EU remains fragmented, following efforts by Apple and other players to strengthen privacy-by-design approaches.
Notably, there is a conceptual contradiction: Google itself has previously criticized the use of IP addresses as an identification signal and characterized this approach as “wrong.” The current measure thus stands in contrast to the company’s earlier statements on the role of IP signals in device identification.
Source: www.bleepingcomputer.com · Published June 17, 2026
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