{"id":617934,"date":"2024-04-22T20:00:27","date_gmt":"2024-04-22T17:00:27","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/google-chrome-ip-masking-could-radically-impact-search-advertising\/"},"modified":"2024-04-22T20:00:27","modified_gmt":"2024-04-22T17:00:27","slug":"google-chrome-ip-masking-could-radically-impact-search-advertising","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-chrome-ip-masking-could-radically-impact-search-advertising\/","title":{"rendered":"#Google Chrome IP masking could radically impact search advertising"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a301b32048a0\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a301b32048a0\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-chrome-ip-masking-could-radically-impact-search-advertising\/#Googles_plan_for_IP_protection_would_give_them_a_monopoly_on_location_data_and_drive_up_costs_for_advertisers\" >Google&#8217;s plan for IP protection would give them a monopoly on location data and drive up costs for advertisers.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Googles_plan_for_IP_protection_would_give_them_a_monopoly_on_location_data_and_drive_up_costs_for_advertisers\"><\/span>Google&#8217;s plan for IP protection would give them a monopoly on location data and drive up costs for advertisers. <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nGoogle is developing a<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/github.com\/GoogleChrome\/ip-protection\"> two-hop proxy<\/a> to enhance privacy for Chrome users, which has three big implications for advertisers:<\/p>\n<ul>\n<li>For ad location targeting, you\u2019ll only have the option to target regions designated by Google, which won\u2019t be accurate.<\/li>\n<li>Because Google Chrome will use a proxy to connect to websites, it will mask users\u2019 identities, meaning advertisers cannot distinguish between genuine and bot traffic.<\/li>\n<li>Google is increasing its collection of uniquely valuable location data, which could increase advertisers\u2019 costs.<\/li>\n<\/ul>\n<p><strong>Why we care. <\/strong>The two-hop proxy is only implemented on Chrome, meaning Google will have a monopoly on this data. No other search engines will have any data for advertisers to use for location targeting. This could effectively eliminate competition in the search ads space.<\/p>\n<p><strong>What is IP-based geolocation.<\/strong> According to Google\u2019s documentation:<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<ul>\n<li>\u201cIP-based geolocation is used by a swath of services within proxied third-party traffic, to comply with local laws and regulations and serve content that is relevant to users. Use cases include content localization, local cache assignment, and geo-targeting for ads.\u201d<\/li>\n<\/ul>\n<p><strong>The details.<\/strong> User IP addresses will be batched and masked by region, and Google will allocate an IP address to each batch. Here\u2019s what that looks like:\u00a0<\/p>\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"593\" alt=\"Google geofeed categorisation\" class=\"wp-image-439822\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31-800x593.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31-456x338.png.webp 456w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31-153x113.png.webp 153w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31-768x569.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31.png.webp 1026w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31-800x593.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"593\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31-800x593.png.webp\" alt=\"Google geofeed categorisation\" class=\"wp-image-439822\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31-800x593.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31-456x338.png.webp 456w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31-153x113.png.webp 153w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31-768x569.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-17.29.31.png.webp 1026w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/figure>\n<p><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">Any user assigned an IP address for a region will have been verified to be in that region. The Google <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.gstatic.com\/ipprotection\/geofeed\">geofeed<\/a> will be plugged into the proxy and have city-level accuracy.<\/p>\n<p><strong>Will consumer data be truly private? <\/strong>While a consumer\u2019s data will be shielded from advertisers, it won\u2019t be safeguarded from Google, posing a threat to data privacy.<\/p>\n<p><strong>More Google privacy and self-preferencing concerns.<\/strong> In February, the CMA (Competition and Markets Authority said:<\/p>\n<ul>\n<li>\u201cWe are particularly keen on resolving any remaining concerns relating to the design of the Privacy Sandbox tools and to ensure that Google does not use the tools in a way that self-preferences its advertising services.\u201d<\/li>\n<\/ul>\n<p><strong><em>Dig deeper. Google \u2018cannot proceed with third-party cookie deprecation \u00a0<\/em><\/strong><\/p>\n<p>Meanwhile, the Information Commissioner\u2019s Office, a UK privacy regulator, also shared significant concerns about Privacy Sandbox, in<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.wsj.com\/tech\/google-cookies-replacement-not-enough-to-protect-uk-consumer-privacy-580d1b16\"> a WSJ article<\/a> (sub<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>ion required), published last week. Once released, nothing will stop Google and other companies from using data to track users from different sites, the ICO said.<\/p>\n<ul>\n<li>\u201cGoogle\u2019s proposed replacement for cookies need to do more to protect consumer privacy.\u201d<\/li>\n<\/ul>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Anu Adegbola<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        <span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; PPC Live, host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast PPCChat Roundup, and b<\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">rand evangelist at ClickTech.\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-chrome-ip-masking-439820\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google&#8217;s plan for IP protection would give them a monopoly on location data and drive up costs for advertisers. Google is developing a two-hop proxy to enhance privacy for Chrome users, which has three big implications for advertisers: For ad location targeting, you\u2019ll only have the option to target regions designated by Google, which won\u2019t&#8230;<\/p>\n","protected":false},"author":1,"featured_media":617935,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Untitled-design-4-800x458.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,142591,107942],"class_list":["post-617934","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/617934","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=617934"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/617934\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/617935"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=617934"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=617934"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=617934"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}