Google to use UK and EU user IP addresses for ad personalization
Summary
Starting August 3, 2026, Google will utilize IP addresses from UK, EEA, and Switzerland users for ad personalization and measurement. This change comes as the UK's Information Commissioner's Office (ICO) considers new consent regulations for data usage.
IFF Assessment
FOE
This article indicates a shift in how Google will handle user data for advertising, which could lead to increased data collection and personalization, raising privacy concerns for defenders.
Defender Context
This development highlights the ongoing tension between technology companies' data utilization for services and evolving privacy regulations. Defenders should monitor how such data practices are scrutinized and regulated, as they can influence the landscape of online tracking and potential for misuse.