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Bustling urban street with people walking and looking at smartphones, a large digital billboard displays a generic ad in…

Google Expands Ad Personalization Using IP Addresses in UK, EU

Get ready for a change in ad personalization: on August 3, 2026, Google will start using IP addresses to tailor ads to individual devices across the UK, EU, and Switzerland. This update, framed around privacy-enhancing technologies, will allow for more targeted advertising using data that's already being collected.

Analyst 207