From August 3, 2026, Google will use IP addresses from UK, EEA and Switzerland users for ad measurement and personalization. It lands as the ICO weighs new consent rules, and years after Google itself called using such signals to identify devices "wrong." [...]

https://www.bleepingcomputer.com/news/security/google-to-use-uk-and-eu-user-ip-addresses-for-ad-personalization/