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Google Ad Manager supports forwarding the full user IP address in bid requests to demand partners. Enabling this feature can improve programmatic performance by allowing DSPs to apply more accurate targeting and bidding strategies.
This article explains what full IP sharing is, why it matters, and how to enable it in your GAM account.
When full IP data is included in bid requests, demand partners can:
Publishers who enable this setting often see:
Before enabling, ensure the following:
| Requirement | Details |
|---|---|
| User Consent | Must be obtained where required by GDPR, CCPA, or other regulations |
| CMP Integration | Consent Management Platform should be properly configured |
| GAM Access | Admin-level access to Google Ad Manager |
Important: This setting is off by default and applies to Authorized Buyers, Open Bidding, SDK Bidding, and Google demand channels.
Track the following metrics to measure impact:
| Metric | What to Look For |
|---|---|
| eCPM | Uplift in open auction and PMP clearing prices |
| Bid Density | Increase in bids from DSPs using IP-based signals |
| Revenue by Geo | Performance changes across key markets |
| Fill Rate | Overall delivery and monetization health |
Official Documentation: Google Ad Manager: Device and Browser Data Sharing
If you have questions about enabling this feature or need assistance with validation and impact analysis, contact your PixFuture account manager or reach out to our support team.
Email: support@pixfuture.com
Article ID: 78
Category: Publishers