Policy · 1h ago
Google to Track IPs for Ad Measurement, Even in Privacy-Focused Regions
Google will begin using IP addresses for advertising measurement in the UK and EEA, regions with strict privacy laws. This move expands tracking beyond cookies, raising concerns about user privacy. A VPN can help mask IP addresses from advertisers.
Meridian48 take
Google frames this as necessary for measurement, but it erodes the privacy gains from cookie deprecation and undermines user trust.
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Google's update on IP tracking has crossed a new line — here's why a VPN is more crucial than ever →
TechRadar
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