Google to Utilize IP Addresses for Ad Personalization in UK and EU

BleepingComputer · 2026-06-17 · security

Beginning on August 3, 2026, Google plans to incorporate IP addresses from users in the UK, European Economic Area (EEA), and Switzerland for the purposes of ad measurement and personalization. This decision comes as the Information Commissioner's Office (ICO) in the UK is considering new consent regulations regarding user data. Notably, this shift occurs several years after Google previously criticized the practice of using IP addresses to identify devices as "wrong."

Why it matters for certification candidates

This news is significant for individuals preparing for IT certifications, particularly in areas related to data privacy and security. Certifications such as CompTIA Security+ and Certified Information Systems Security Professional (CISSP) may cover topics related to data usage and compliance, making this development relevant for understanding the evolving landscape of data protection laws.

Original reporting: BleepingComputer