Google is tracking your online behavior in the name of advertising, reintroducing a data collection process that ingests all of your online signals (from IP address to complex browser information) and pinpoints unique users or devices, also known as “digital fingerprinting.”
The company’s updated platform program policies include relaxed restrictions on advertisers and personalized ad targeting across a range of devices, an outcome of a larger “advertising ecosystem shift” and the advancement of privacy-enhancing technologies (PETs) like on-device processing and trusted execution environments, in the words of the company.
A departure from its longstanding pledge to user choice and privacy, Google argues these technologies offer enough protection for users while also creating “new ways for brands to manage and activate their data safely and securely.” The new feature will be available to advertisers beginning Feb. 16, 2025.
In July, Google announced it was backtracking on a decision to kill third-party cookies, instead putting the role of privacy watchdog in the hands of users by adding personalized privacy options to a new product known as the Privacy Sandbox.
Contrary to other data collection tools like cookies, digital fingerprinting is difficult to spot, and thus even harder for even privacy-conscious users to erase or block. On Dec. 19, the UK’s Information Commissioner’s Office (ICO) — a data protection and privacy regulator — labeled Google “irresponsible” for the policy change, saying the shift to fingerprinting is an unfair means of tracking users, reducing choice and control over their personal information. The watchdog also warned that the move could encourage riskier advertiser behavior.
In a significant move that has raised concerns over user privacy, Google is reintroducing a data collection process known as digital fingerprinting. This method tracks online behavior for advertising purposes by collecting various online signals—from IP addresses to intricate browser information—allowing advertisers to pinpoint unique users or devices.
Updated Platform Policies and Advertising Practices
Google’s updated platform program policies indicate a noteworthy relaxation of restrictions placed on advertisers. This change is part of a broader shift within the advertising ecosystem, driven by enhancements in privacy technologies—specifically, on-device processing and trusted execution environments. According to Google, these advancements provide adequate protection for users while offering “new ways for brands to manage and activate their data safely and securely.” Advertisers can expect to access this new feature starting February 16, 2025.
A Departure from Privacy Pledges
This policy change marks a departure from Google’s long-standing commitment to user choice and privacy. Historically, the company has positioned itself as an advocate for user empowerment when it comes to data collection. However, with the reintroduction of digital fingerprinting, Google argues that these technologies comply with privacy standards while enhancing advertising capabilities.
In July, Google had already begun to pivot away from its initial decision to phase out third-party cookies. Instead, it announced the introduction of the Privacy Sandbox, a new product that offers personalized privacy options, shifting the responsibility of privacy measures onto users themselves.
The Concerns Around Digital Fingerprinting
Unlike traditional data collection methods such as cookies, digital fingerprinting is much more challenging to detect, making it difficult for even the most privacy-conscious users to erase or block. This raises significant ethical questions about user consent and autonomy over personal information.
On December 19, the UK’s Information Commissioner’s Office (ICO), a regulatory authority for data protection and privacy, criticized Google for this policy change. The ICO labeled Google’s actions as “irresponsible,” asserting that the shift towards digital fingerprinting represents an unfair method of tracking users, ultimately diminishing their choice and control over how their data is used. Furthermore, the regulator expressed concerns that this approach could lead to riskier behavior by advertisers.
Conclusion
As Google moves forward with its digital fingerprinting strategy, the implications for user privacy and data security remain complex and contentious. While advertisers may benefit from these advanced targeting methods, the potential consequences for users—particularly regarding their agency over personal information—raise critical ethical considerations. As the company embarks on this new advertising approach, users and regulatory bodies alike will be closely monitoring its impact and effectiveness.
