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ARTICLE · 08 SEPTEMBER 2026

Google Has Launched New IP Address ‑ Based Ad Targeting – What Does This Mean For Your Business?

B P Collins LLP
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An IP address is a unique identifier assigned to a device. Google has always collected and used IP addresses. The change from 3 August 2026, is in relation to new purposes for which they may be used. Google has now started using users’ IP addresses for ad measurement and personalisation across the EEA, UK and Switzerland.

United KingdomPrivacy
Holly Jennings
Holly Jennings

An IP address is a unique identifier assigned to a device. Google has always collected and used IP addresses. The change from 3 August 2026, is in relation to new purposes for which they may be used. Google has now started using users’ IP addresses for ad measurement and personalisation across the EEA, UK and Switzerland.

Using IP address information in ad measurement enables the advertiser to distinguish between multiple devices being used once or one device being used multiple times to access and advert or website, providing useful useable data about the impact of the advert or website.

Ad personalisation will show a user adverts based on a profile that is built using their collected data.

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