Google to use EU/UK IP addresses for ad targeting from August

Google has informed advertisers that it will begin using IP addresses for ad personalization and measurement in the European Economic Area (EEA), the UK, and Switzerland from 3 August 2026. While IP addresses are routinely collected for traffic routing and ad delivery, this change repurposes them for device identification, a practice regulated under EU and UK privacy laws. Google will register this use under the IAB Europe Transparency and Consent Framework (TCF) as Feature 3, which covers device identification based on automatically transmitted data, including IP addresses. However, the framework requires user consent for personalization purposes, not just legitimate interest.

The shift follows Google’s December 2024 reversal of its earlier stance against fingerprinting, a tracking method that uses device signals like IP addresses to identify users even when cookies are disabled. The UK’s Information Commissioner’s Office (ICO) criticized the reversal as "irresponsible" at the time. Google’s latest move arrives amid ongoing regulatory scrutiny, including the ICO’s May 2026 advice to the UK government, which proposed maintaining mandatory consent for cross-service profiling while allowing some contextual advertising without it.

What is changing

Google already receives IP addresses through customer tags, SDKs, and HTTP requests for traffic routing and ad delivery. Starting 3 August, these addresses will also be used to identify devices for ad measurement and personalization. The company will register this use under the IAB Europe TCF’s Feature 3, which governs device identification based on automatically transmitted data. However, Feature 3 itself does not replace the need for user consent—it merely attaches to the personalization purposes that require it.

Google has framed the change as part of its privacy-enhancing technologies (PETs) strategy, citing on-device processing, trusted execution environments, and secure multi-party computation. Some personalization features will roll out later in 2026 or early 2027, at which point Google says it will allow users on its own properties to opt out of IP-based personalization. Until then, users must rely on existing controls, such as declining non-essential cookies or adjusting ad personalization settings in their Google accounts.

Compliance and regulatory context

Google’s email to advertisers emphasizes that compliance remains the responsibility of advertisers, who must adhere to its EU User Consent Policy and obtain valid consent from users in the affected regions. This shift aligns with the ICO’s May 2026 guidance, which proposed maintaining mandatory consent for cross-service profiling while allowing some contextual advertising without it. However, the ICO has clarified that no regulatory changes have been implemented yet, meaning existing rules still apply.

The timing of Google’s rollout has drawn attention, as it precedes any formal regulatory updates. The ICO’s guidance suggested a preference for contextual advertising—based on the content being viewed rather than user behavior—over cross-service profiling. Google’s use of IP addresses for personalization falls into the latter category, which the ICO’s proposal would continue to subject to mandatory consent.

What to watch

Advertisers in the EEA, UK, and Switzerland should prepare for the 3 August deadline by reviewing their consent mechanisms to ensure compliance with Google’s EU User Consent Policy. The rollout may also prompt further regulatory scrutiny, particularly if user-facing opt-out controls are delayed until later in 2026 or early 2027. Additionally, the ICO’s ongoing review of online advertising rules could lead to formal changes that either align with or challenge Google’s approach.