A few days ago, Google now allows advertisers to use fingerprinting to track users on equipment and websites, collecting data points such as IP addresses, operating systems details and screen resolution.
Why do we care? Google's decision to allow fingerprinting, a powerful user-tracking technique banned in 2019, increases significant privacy concerns and has already conducted regulatory investigations. By allowing fingerprinting, Google gives advertisers a powerful way to track users in equipment without relying on cookies, potentially improves advertising privatization and attention.
However, this step also enhances legal and moral concerns, as regulators, especially in the European Union, can impose new restrictions or punishment. Brands should carefully navigate these changes to balance advertising effectiveness with increasing consumer privacy expectations.
Big picture. Despite Google's recent secrecy-first initiative, it comes up, which suggests the priority of advertising revenue on user privacy security.
between the lines. Announcement Time – Just before Christmas – and in his documentation of Google, carefully enhanced the eyebrows with the word “fingerprint”.
What are they saying The UK Information Commissioner's Office (ICO) called the move “irresponsible”, given that “fingerprinting users are not a proper means to track online as it is likely to reduce people's choice and control. “
state of play:
- Advertisers should still follow privacy laws.
- Users will not be asked for clear consent.
- Data collections include device nuances and usage patterns.
- The European Union is expected to investigate the policy change.
Ground level. It represents one Important change in Google's privacy trendPotentially establishing conflict with privacy regulators.