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Google Ad Tags In Server-Side GTM To Get Full IP Addresses via @sejournal, @MattGSouthern

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Google Ad Tags In Server-Side GTM To Get Full IP Addresses via @sejournal, @MattGSouthern

Google says ad tags in server-side Tag Manager will accept full IP addresses while Analytics tags stay redacted. Here's what changes and how to redact.

Server-side Google Tag Manager will let tags for Google’s ad products accept full IP addresses starting Jan. 11, 2027, according to a Google notice to advertisers.

The change covers tags that send data to Google Ads, Display & Video 360, Search Ads 360 and Campaign Manager 360 from a server container. Google Analytics tags will keep redacting IP addresses, the notice says.

Google Ads specialist Adriaan Dekker shared the notice on LinkedIn on Nov. 2. It carries no issue date, and Google’s Tag Manager release notes don’t mention the change as of Nov. 3.

Advertisers with Google ad tags in a server container have until Jan. 11 to decide whether those tags should get full or partially redacted IP addresses.

The notice, titled “Updates to network signal processing in server-side tagging,” explains that server containers “will transition from container-wide IP address redaction to individual tag-level processing.” It then outlines four effects:

Tags sending data to Google Ads, Display & Video 360, Search Ads 360 and Campaign Manager 360 will now accept the full IP address.

Third-party tags will maintain independent control over the signals that they accept.

The notice addresses server containers only. It says nothing about the Google tag or web containers running in the browser.

Google’s release notes show server-side Tag Manager could redact or anonymize IPs through Analytics server tags as of March 2021.


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