Google expands ad tracking to UK and EU IPs in 2026
Starting next year, Google will begin using IP addresses from users in the UK, European Economic Area (EEA), and Switzerland to personalize ads and measure their performance. The change takes effect on August 3, 2026, as regulators in the region refine consent requirements for digital tracking.
A shift in data use
The decision marks a notable departure from Google’s earlier stance. Years ago, the company had criticized the use of IP addresses and other signals to identify devices, calling the practice flawed. Now, the tech giant is integrating these identifiers into its advertising systems, a move that aligns with its broader push to phase out third-party cookies while maintaining ad targeting capabilities.
Privacy considerations in motion
The move arrives as UK and EU authorities review consent rules for online tracking. While Google has emphasized improved privacy controls in its updated policies, critics argue that using IP addresses for ad personalization still risks revealing users’ approximate locations and browsing habits. The company says it will continue to explore privacy-preserving alternatives, though the timeline for full implementation remains unclear.
Source: BleepingComputer. AI-assisted editorial synthesis — TechnoExpress.