--- title: Google to use UK and EU user IP addresses for ad... description: Google has notified advertisers that starting August 3, 2026, it will use IP addresses from users in the EEA, UK, and Switzerland for ad measurement and... canonical: https://daily.dev/posts/google-to-use-uk-and-eu-user-ip-addresses-for-ad-personalization-8hgedbx81 twitter:card: summary_large_image twitter:site: @dailydotdev og:type: website og:site_name: daily.dev og:title: Google to use UK and EU user IP addresses for ad personalization | daily.dev og:description: Google has notified advertisers that starting August 3, 2026, it will use IP addresses from users in the EEA, UK, and Switzerland for ad measurement and... og:url: https://daily.dev/posts/google-to-use-uk-and-eu-user-ip-addresses-for-ad-personalization-8hgedbx81 og:image: https://api.daily.dev/og/posts/8hGedbX81.png og:image:alt: Google to use UK and EU user IP addresses for ad personalization og:image:width: 1200 og:image:height: 630 og:locale: en --- > ## Documentation Index > Fetch the complete documentation index at: https://daily.dev/llms.txt > Use this file to discover all available pages before exploring further. # Google to use UK and EU user IP addresses for ad personalization **[BleepingComputer](https://daily.dev/sources/bleepingcomputer)** · 4 min read · 0 upvotes · 0 comments ## Summary Google has notified advertisers that starting August 3, 2026, it will use IP addresses from users in the EEA, UK, and Switzerland for ad measurement and personalization — a new use that triggers consent requirements under GDPR and UK data protection law. IP addresses are classified as personal data in these regions, and using them to identify devices is a component of fingerprinting. Google reversed its own 2019 anti-fingerprinting stance in December 2024, which the UK's ICO called 'irresponsible.' The rollout comes as the ICO is advising the UK government on consent rules for online advertising, with IP-based cross-service profiling sitting firmly on the consent-required side. Google is pushing compliance responsibility onto advertisers, while user-facing opt-out controls won't arrive until later in the rollout. ## Full article daily.dev links to this article rather than hosting it. Read it at the original source: ## Similar posts on daily.dev - [One week to opt out or be fodder for LinkedIn AI training](https://daily.dev/posts/one-week-to-opt-out-or-be-fodder-for-linkedin-ai-training-sqxedrxcs) · The Register · 0 upvotes · 0 comments --- Tags: [#privacy](https://daily.dev/tags/privacy), [#gdpr](https://daily.dev/tags/gdpr) [View this post on daily.dev](https://daily.dev/posts/google-to-use-uk-and-eu-user-ip-addresses-for-ad-personalization-8hgedbx81) ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://daily.dev/#organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180},"sameAs":["https://twitter.com/dailydotdev","https://github.com/dailydotdev","https://www.linkedin.com/company/daily-dev-ltd"]},{"@type":"WebSite","@id":"https://daily.dev/#website","url":"https://daily.dev","name":"daily.dev","publisher":{"@id":"https://daily.dev/#organization"},"potentialAction":{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://daily.dev/search?q={search_term_string}"},"query-input":"required name=search_term_string"}}]} {"@context":"https://schema.org","@type":"TechArticle","headline":"Google to use UK and EU user IP addresses for ad personalization","url":"https://daily.dev/posts/google-to-use-uk-and-eu-user-ip-addresses-for-ad-personalization-8hgedbx81","mainEntityOfPage":{"@type":"WebPage","@id":"https://daily.dev/posts/google-to-use-uk-and-eu-user-ip-addresses-for-ad-personalization-8hgedbx81"},"datePublished":"2026-06-17T21:06:19.356Z","dateModified":"2026-06-17T21:06:50.257Z","description":"Google has notified advertisers that starting August 3, 2026, it will use IP addresses from users in the EEA, UK, and Switzerland for ad measurement and...","image":"https://media.daily.dev/image/upload/f_auto,q_auto/v1/posts/a185158628c9443886638b4d66bcdef3?_a=AQAEuop","thumbnailUrl":"https://media.daily.dev/image/upload/f_auto,q_auto/v1/posts/a185158628c9443886638b4d66bcdef3?_a=AQAEuop","isAccessibleForFree":true,"articleSection":"BleepingComputer","inLanguage":"en","publisher":{"@type":"Organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180}},"author":{"@type":"Organization","name":"BleepingComputer","logo":"https://media.daily.dev/image/upload/s--as8nJ3qy--/f_auto,q_auto/v1774959951/logos/bleepingcomputer?_a=BAMAMiWQ0","url":"https://daily.dev/sources/bleepingcomputer"},"commentCount":0,"discussionUrl":"https://daily.dev/posts/google-to-use-uk-and-eu-user-ip-addresses-for-ad-personalization-8hgedbx81","interactionStatistic":[{"@type":"InteractionCounter","interactionType":{"@type":"LikeAction"},"userInteractionCount":0},{"@type":"InteractionCounter","interactionType":{"@type":"CommentAction"},"userInteractionCount":0}],"keywords":"privacy,gdpr","timeRequired":"PT4M"} {"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://daily.dev"},{"@type":"ListItem","position":2,"name":"BleepingComputer","item":"https://daily.dev/sources/bleepingcomputer"},{"@type":"ListItem","position":3,"name":"Google to use UK and EU user IP addresses for ad personalization"}]} ```