ShellCodeX Intelligence Brief
MEDIUM
Cybersecurity
Google to use UK and EU IP addresses for ad measurement and targeting
Source headline: Google to use UK and EU user IP addresses for ad personalization
Threat level
Medium
Signal strength
65/100
Source confidence
1 source
Published
1 day ago
Intelligence Summary
Google plans to start using IP addresses from UK, EEA, and Switzerland users for ad measurement and personalization beginning August 3, 2026. The change affects how Google evaluates user activity for ads in these regions. It comes as UK and EU regulators, including the ICO, consider tighter consent requirements for tracking and targeting. Google’s earlier stance questioned using similar signals to identify devices in some contexts. Users in the affected regions may see different ad personalization behavior unless consent controls are applied.
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Topics
Original reporting
BleepingComputer
Google to use UK and EU user IP addresses for ad personalization
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