Customer Match began accepting unhashed IP addresses and interaction timestamps, not in the EEA, UK or CH

Google's Customer Match upload documentation now accepts two new columns: user IP address and user interaction timestamp, both sent unhashed. Advertisers can upload lists built on IP addresses alone, with no email or phone number, but IP matching is not supported for users in the EEA, UK or Switzerland.

• New columns: "User IP address" and "User Engagement timestamp". Both must be unhashed plain text, unlike the email and phone fields.
• A list can now be uploaded on IP addresses alone, without any traditional contact data.
• Rules: a timestamp cannot be sent without an IP address; a timestamp alone returns an error; an IP uploaded without a timestamp defaults to the "latest known" user of that address.
• Regional exclusion: "IP matching isn't supported for end users located in the EEA, UK, or Switzerland (CH)." That is 30 EEA states plus the UK and Switzerland, 32 jurisdictions in total. You have to exclude those users from IP sharing yourself.
• Consent obligations stand: appropriate disclosures and legally required consent for the data you collect and upload.
• Worth flagging: the help documentation was reported as internally inconsistent, naming the timestamp column three different ways and contradicting existing 540-day retention guidance. Test a small upload before rebuilding a list strategy on it.