Google's update on IP tracking has crossed a new line — here's why a VPN is more crucial than ever
THE SO WHAT
By using IP addresses for ad measurement even in the UK and EEA, Google is leaning harder on network-level identifiers just as cookies erode—privacy risk is shifting layers, not disappearing. Any consumer-facing product relying on Google’s ad stack should assume more users and regulators will push toward VPNs and stricter tracking controls, impacting attribution quality.
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