Server-side Google Tag Manager containers will hand complete IP addresses to Google’s advertising tags from Jan. 11, 2027, a notice sent to advertisers states. Search Engine Journal reported the details; the notice surfaced when freelancer Adriaan Dekker posted it on LinkedIn Nov. 2.
Four Google ad products are affected: Ads, DV360, SA360, and CM360. Analytics tags keep redacting, and third-party tags control their own inputs. Advertisers who want partial redaction must build a Transformation using Google’s getAnonymizedIpAddress function, which blanks the final IPv4 segment.
Treat the notice with care. The notice shows no issue date, and Tag Manager’s release notes were silent on the change on Nov. 3. Storage duration for full IP addresses goes unstated, as does any interplay with consent mode.
Before January, audit every ad and third-party tag in your server containers, note which IP field each one reads, and confirm your consent setup covers that data.
Search Engine Journal, Matt G. Southern, November 3, 2026.
