Google Ad Tags Will Receive Unredacted Visitor IP Addresses via Server-Side GTM
TLDR
From January 11, Google Ads, DV360, SA360 and CM360 tags will receive unredacted visitor IP addresses in server-side Google Tag Manager, while Google Analytics keeps redacting them.
What this Google Ads policy change means for your accounts
- Status
- Policy change
- Platform
- Google Ads, Google Marketing Platform
- Affects
- Server-side Google Tag Manager, IP address data in ad tags, Google Analytics redaction
- Who
- Advertisers using server-side GTM with Google Ads, DV360, SA360 or CM360 tags
- Effective
- From January 11
- Action needed
- Not specified in the source
PPC Land reports that from January 11, Google Ads, DV360, SA360 and CM360 tags will receive unredacted IP addresses, while Analytics will continue to redact them. The piece raises open questions about who will be able to opt out and what consent requirements apply.
How we got here: earlier Google Ads coverage
- Oct 24Server-side tracking still requires consent under GDPR and ePrivacy law, iubenda clarifies
iubenda clarifies that moving tracking infrastructure server-side doesn't exempt marketers from GDPR and ePrivacy consent requirements.
- Oct 16Floodlight gains ability to track conversions via Google signed-in data
Google's Floodlight system can now use signed-in user data to recover previously unattributed conversions across DV360, Search Ads 360, and Campaign Manager 360.
- Aug 28Google removes content label and sensitive category exclusions from Display & Video 360 API in October
Google is removing content label and sensitive category exclusion options from the Display & Video 360 API effective October 1, and requiring business name and logo for YouTube responsive ads by October 12.
- Aug 21Google Updates Google Tag and Tag Manager to Streamline Measurement Setup
Google updated Google Tag and Tag Manager with a streamlined interface and consolidated features to simplify measurement setup for advertisers and analysts.