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.
