Google's update on IP tracking has crossed a new line — here's why a VPN is more crucial than ever
Are you a Google user living in the European Economic Area (EEA), the UK, or Switzerland? If so, you have probably received a message from the tech giant informing you that it will soon start using your IP address for advertising measurement purposes.
Google has so far only used IP addresses to route traffic and display adverts in these regions. However, as reported by Bleeping Computer, from 4 August, it will allow third parties to show you more personalised adverts by tracking your activity via your IP address.
The move raises questions about compliance with the GDPR in the EU and UK, which classifies IP addresses as personal data. Under current regulations, companies must obtain users’ consent before tracking IP addresses for the purpose of personalising adverts.
Indeed, the tracking of IP addresses in the EU is regarded as 'fingerprinting' — an invasive profiling practice that tracks an individual...
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