Google Moves to IP-Based Ad Tracking In Select EU Countries

On August 3, 2026, Google will roll-out its new advertising tracking feature for the European Economic Area (EEA), the UK, and Switzerland - the use of IP addresses. Using the data, Google can provide more customized advertising to users, based not only on browsing habits but also on location. According to Bleeping Computer, this announcement was made through an email to advertisers on June 17, 2026.

Departing from Cookies

Google’s advertising business is the backbone of its parent company, Alphabet Inc. According to Statista, revenue from Google ads on search and YouTube amounts to $294 billion in 2025 - a staggering amount considering their total revenue for 2025 is estimated to be at $402 billion.

Google Ads through search and YouTube previously relied on cookies - information collected by websites on behalf of the advertisers. For privacy reasons, they do not collect IP addresses, but the information they get from cookies is more than enough to create a profile for every user.

But cookies have become a privacy and security nightmare for users. Aside from privacy concerns, security problems can arise, especially through third-party cookies.

Because of privacy concerns, browsers began blocking cookies as part of their effort to secure their users. Safari, through its Intelligent Tracking Prevention feature, started limiting cookies in 2017 with full, by-default implementation in 2020. Mozilla followed suit the same year. Chrome, as expected, introduced a privacy option for users in 2025 instead of fully blocking third-party cookies.

Google has to find a way to measure its users for business purposes. Since cookies are no longer a viable option, the IP address has become the alternative.

Use of IP Address for Google Ads

Google’s use of IP addresses is only limited for web traffic based on your location, protection from online attacks such as spam and fraud, and a rough estimate of geotagging for ad purposes. A lot will change for users in the EEA, UK, and Switzerland after August 3, 2026, as IP addresses will be used to identify devices, measure ad effectiveness, and improve ad personalization based on users’ behavior.

According to Digiseg, Google still follow the privacy requirements because it uses local, device-based processing, “Instead of sending user data to a company’s servers, the data is processed directly on the user’s device, whether that’s a computer, mobile device or CTV (Connected TV).”

It’s All About Consent

Google will not force users from the mentioned countries into IP address-based ad tracking and performance measurement. They explicitly laid out that consent is very important and websites have to be clear about asking for consent and its effects on your privacy when you agree or disagree. Google’s User Consent Policy also ensures users can opt out as easily as they can opt in.

While in its early stages, users need to be fully aware of the notifications they receive from websites with regard to Google Ads. Declining cookies is still highly recommended to prevent third-party cookies. Users are also advised to review their ad settings at myadcenter.google.com.