Google ad tags to expose full IP addresses from January 11 unless sGTM fix applied
· 21h ago · Originally reported by PPC Land
Google is changing how IP addresses are handled for its advertising tags, with full IPs set to be sent for Ads, DV360, SA360 and CM360 tags starting January 11 unless server-side Google Tag Manager owners implement a workaround. The current opt-out zeroes the last IPv4 octet for those tags, while Analytics-only containers remain unaffected. Questions remain about how requests without consent will be treated.
Why it matters
IP addresses are a key piece of data used for targeting, measurement and fraud detection, so how much of the address is shared affects both advertisers' data and user privacy. Publishers and advertisers using server-side tagging need to act before the deadline to avoid unintended data exposure.
Explain it like I’m new here
It's like your home address suddenly showing the full street and house number instead of just the street — advertisers get more detail about where traffic comes from unless someone flips a switch first.
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