The temporary storage of the IP address by the system is necessary to enable the website to be delivered to the user's computer. For this the IP address of the user must remain stored for the duration of the session.

In the case of storing the data in log files, this is the case after seven days at the latest. Further storage is possible; in this case, the IP addresses of the users are erased or anonymized, so that an association of the calling client is no longer possible.

For instance, if an IP address is sent with an ad request (which will be the case with almost any ad request as a consequence of internet protocols), that transmission will not breach any prohibition on sending PII to Google.

Google interprets PII to exclude, for example: pseudonymous cookie IDs pseudonymous advertising IDs IP addresses

European Court of Justice (ECJ) has handed down a judgement that rules IP Addresses are Personally Identifiable Information (PII)

This was because the court felt he could not be identified based on just the IP address

Google Analytics created an option to remove the last octet (the last group of 3 numbers) from your visitor’s IP-address. This is called ‘IP Anonymization‘. Although this isn’t complete anonymization, the GDPR demands you use this option if you want to use Analytics without prior consent from your visitors. Some countris (e.g. Germany) demand this setting to be enabled at all times.

EU laws generally consider IP addresses to be PII, or “personal data,” as defined under EU applicable law.

fetch("https://ip-api.io/json/")

14 Oct 2016 18:57:49 UTC

14 Oct 2016 18:57:49 UTC