Google made a comeback into digital fingerprinting in its advertising plan and this move brought criticism. The technology gathers its device details like IP addresses, the user agents and the web activities of the users for multi-device tracking. Advertisers will be permitted to use the capabilities of fingerprinting on smart and gaming consoles starting February 16th, 2025. This has sparked privacy issues since fingerprinting cannot be managed or erased like cookies.
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Google claims the technology enables businesses to manage data securely while respecting users’ privacy. According to the company, privacy-enhancing technologies (PETs) have evolved to balance ad efficiency and privacy expectations. It also highlights the shift to streaming platforms and connected TVs as a reason for adopting fingerprinting, stating that advertisers need tools to target users across fragmented platforms.
Criticism from privacy advocates and regulators has been swift. The UK’s Information Commissioner’s Office (ICO) expressed concern about the lack of user control over fingerprinting. Stephen Almond from the ICO stated, “Fingerprinting involves collecting device information that cannot be easily wiped by users, making it harder for individuals to block or clear.” Regulators have warned that fingerprinting must comply with privacy laws and be deployed transparently.
This change comes as Google faces broader regulatory challenges, including potential DOJ mandates to alter its advertising operations. The ICO has labelled fingerprinting a “u-turn” from Google’s previous stance on privacy and pledged to monitor its implementation closely. While Google argues that this method addresses the evolving internet landscape, critics fear it undermines user privacy and control.
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