AdSense Restores Full IP for B2B Targeting, With User Privacy Caveats
Google AdSense has introduced a new control that allows publishers to share full IP addresses in programmatic bid requests, a feature previously blocked by default. This restores a crucial signal for geographic, fraud, and business-to-business ad targeting, enabling demand partners to better assess impression quality. While the feature offers enhanced precision, its default setting is restricted, and its utility is constrained by privacy regulations for non-personalized, limited, and restricted data processing ad requests.
Key Takeaways
- AdSense launched a new control on June 1 allowing publishers to include the full IP address in programmatic bid requests to Authorized Buyers, Display & Video 360, and Google Ads.
- The full IP address, specifically the fourth octet, is crucial for city/ZIP-level geolocation, accurate invalid traffic detection, and household-level frequency management.
- B2B account targeting heavily relies on full IP addresses for IP-to-company matching; its restoration makes firmographic targeting viable on AdSense supply.
- The control is off by default and located within "Blocking controls," meaning publishers must disable the toggle to allow sharing.
- Full IP sharing is automatically restricted for non-personalized ads, limited ads (no IAB TCF consent), and Restricted Data Processing for US state privacy laws, regardless of publisher settings.
Why It Matters
This AdSense update offers advertising demand partners improved fidelity for a range of critical functions, from fraud prevention to precise B2B targeting. For publishers, it presents a trade-off: higher impression value for certain segments against the compliance burden of managing a new privacy-sensitive control. This optional expansion of data sharing, with a conservative default, mirrors Google's broader strategy of shifting compliance responsibility to publishers while enabling data-driven optimization. Pay attention to publisher adoption rates and how this impacts monetization for endemic B2B sites and publishers with significant traffic from Europe or US privacy-regulated states.
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