Ad Tech Is Facing the Loss of Another Important Signal: the IP Address

Apple and Google are making more changes to hide signals typically used for targeted advertising

Ad tech’s privacy era is here. Third-party cookies are disappearing, and mobile ad IDs aren’t far behind. Now, add IP addresses to the list of vanishing signals used for targeted advertising.

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This story first appeared in the June 21, 2021, issue of Adweek magazine. Click here to subscribe.