Consumer data privacy has become a hot topic across all industries and marketing tool providers. And now Google Analytics is taking a huge step towards improving customer data privacy, but this could have a huge impact on advertisers and their ability to target their audiences.

In 2023, Google will no longer log Internet Protocol (IP) addresses in its analytics platform. This means advertisers will no longer  country email list be able to see the location of visitors to their sites.

IP addresses are unique identifiers that help digital tools learn more about a user, such as their location, device type, and network usage. This data helps advertisers reach the right customers with the right messages.

Google said the change is due to “monumental changes in how people behave online and … how we measure that behavior.”

Impact on online advertising

Instead of cookies, Google will use an event-based structure to create a data model that site managers can easily access. The good news for advertisers is that the new model will provide deeper insights across platforms such as Google Search, YouTube, Video 360, and more.

But improving performance and making search easier for site managers isn’t the main goal of the changes. Google says it’s all about changing privacy requirements.

Changes are happening in other areas of technology, too. Apple has made privacy-focused changes to iOS that give users more control over what mobile apps can see and record.

Google says the changes come at a time when  europe email racking IP addresses is simply no longer necessary. Given the new technologies available and the ways we can still learn about customers without invading their privacy, the move is timely.

The Changing Privacy Landscape

The EU’s General Data Protection Regulation (GDPR) has changed marketing tracking and analytics as we know it. And with it, many US states have during this presentation  begun to take a more serious stance on data privacy.