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Google to use UK and EU user IP addresses for ad personalization

BleepingComputer Jun 17, 2026 · 9:02 PM 👁 0 views ❤ 0 likes

From August 3, 2026, Google will use IP addresses from UK, EEA and Switzerland users for ad measurement and personalization. It lands as the ICO weighs new consent rules, and years after Google itself called using such signals to identify devices "wrong." [...]

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Google to use UK and EU user IP addresses for ad personalization

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