Technology

Google OKs the use of IP addresses by advertisers, reversing a key ad tech data policy

Google’s updated policy on IP addresses is already common in much of the connected TV ad tech landscape. (David Paul Morris/Bloomberg)
December 20, 2024 07:44 PM

Google will now allow advertisers to use IP addresses in ad targeting, a policy update that comes as marketers are hungry for more data about the consumers they’re trying to reach.

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