Google Ad Tags to Receive Full Visitor IP Addresses in Server-Side GTM Starting 2027
· 3h ago · Originally reported by PPC Land
Beginning January 11, 2027, Google Ads, DV360, SA360, and CM360 tags will collect unredacted IP addresses via server-side Google Tag Manager, while Google Analytics will continue to redact IPs. Details on opt-out options and consent requirements are being clarified.
Why it matters
This change affects how advertisers and platforms track users, with implications for privacy, compliance, and targeting. Understanding consent and opt-out mechanisms is crucial for legal and ethical ad operations.
Explain it like I’m new here
It's like Google giving advertisers a clearer picture of who visits a website, but only if certain rules are followed.
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