Today’s MarketingServer side Google Tag Manager will pass full IP addresses to ad tags
Google told advertisers that starting January 11, 2027, server-side Google Tag Manager will let tags process standard network signals such as the visitor’s full IP address. Tags sending data to Google Ads, Display & Video 360, Search Ads 360 and Campaign Manager 360 will accept the full IP, while Google Analytics tags keep IP redaction. Redaction moves from the whole container to each tag, and transformations can still strip the IP before any tag sees it.
Our take
Many teams set up server-side tagging partly to keep IPs away from ad tags, and this flips that default without anyone touching the container. If you sell into the EU or built your consent setup around redaction, add a transformation that removes the IP before January 11 or get your privacy lead to approve the new behavior in writing. If you are US only and want better match rates, leave it on and watch your conversion counts in January.
