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.

IP addresses are fundamental to the functionality of the internet, allowing information to be based between devices on a network. But they can also be used to serve people targeted ads and build digital profiles on users without their knowledge.

At the Worldwide Developers Conference in June, Apple announced it’s taking measures to hide



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