Ad Tech

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

adtech targeting
IP addresses are fundamental to the functionality of the internet, but they can also be used to serve targeted ads and build digital profiles without users' knowledge.Jay Radhakrishnan/Getty Images
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By Andrew Blustein

June 21, 2021

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.

Headshot of Andrew Blustein

Andrew Blustein

Andrew Blustein is a programmatic reporter at Adweek.

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