Google has officially rolled out a significant update to its AdSense platform, introducing a new feature that allows publishers to share full IP addresses in bid requests. This update is designed to provide buyers with more granular data, which many consider essential for assessing the quality and relevance of ad impressions.
Why Share Full IP Addresses?
For advertisers and demand sources, the full IP address acts as a critical signal. By having access to this data, buyers can more accurately evaluate where their ads are being displayed, leading to better optimization of ad inventory. Google notes that this change is intended to help publishers maximize the value of their advertising space by providing demand partners with the precise signals they require.
How the Feature Works
When a publisher enables the "Share full IP address" feature, this data is shared across various demand sources, including Google Ads, Display & Video 360, and Authorized Buyers.
It is important to note that for privacy and security, this feature is set to "Off" (Blocked) by default. When disabled, AdSense continues to share only a truncated version of the IP address, ensuring that user privacy remains protected unless the publisher specifically chooses to opt-in.
How to Configure IP Address Sharing
For publishers interested in enabling this feature to potentially improve their ad performance, Google has provided a straightforward process within the AdSense dashboard:
- Sign in to your AdSense account.
- Navigate to the Brand safety tab.
- Click on Content and then select Blocking controls.
- Click on Manage Ad serving.
- Locate the "Personalized ads" section and find the "Share full IP address" toggle.
- Adjust the setting as required and click Save.
By toggling the switch to "Off" (or disabled), you authorize the sharing of the full IP address. If you wish to stop sharing, simply enable the toggle again to return to the truncated IP standard. Publishers should be mindful of their local data protection regulations when considering this change, as it increases the level of technical data passed to third-party ad networks.