Google has recently changed its rules on fingerprinting, and many experts are worried. In February, Google announced that it will now allow advertisers and publishers to track users through fingerprinting on platforms like connected TVs (CTV) and game consoles.
Fingerprinting is a way to track users across devices by collecting signals like IP addresses, browser types, and device settings. Unlike cookies, which can be deleted by users, fingerprinting happens on servers and cannot be easily removed. This method helps advertisers target users but raises big privacy questions.
How Does Fingerprinting Work?
Fingerprinting collects small pieces of data from devices using tools like JavaScript. This data includes:
- IP address
- Browser type
- Device settings
- Operating system
All this information is combined to create a unique digital fingerprint. In mobile apps, this data is collected using software development kits (SDKs).
Advertisers use fingerprinting to:
- Track users across websites
- Target ads more precisely
- Detect fraud and block bad actors
Why Are Experts Concerned About Fingerprinting?
There are several reasons why fingerprinting is seen as a problem:
- Lack of User Control:
Users cannot delete or block fingerprinting the way they can block cookies. - Privacy Risks:
IP addresses and device data are considered personal information in many countries and states, like California. Tracking without consent can break privacy laws. - Hard to Regulate:
It is almost impossible to detect or monitor fingerprinting. Regulators and tech companies have struggled to control it. - Ethical Concerns:
Tracking people without their knowledge raises serious ethical issues.
Google’s Mixed Signals on Privacy
Interestingly, while Google is relaxing rules on fingerprinting for advertisers, it is still working on privacy tools in Chrome, like the Privacy Sandbox IP Protection. This feature hides users’ real IP addresses when they visit certain websites to prevent tracking.
This mixed messaging from Google has confused many experts, especially since other tech companies, like Apple, have strict policies to block fingerprinting in Safari and iOS.
What Could Happen Next?
The future of fingerprinting remains uncertain. Here are some possible outcomes:
- Google may continue to allow fingerprinting in connected TV advertising while blocking it in Chrome and Android.
- Regulators might start paying more attention to how advertisers use fingerprinting and demand more transparency.
- Companies could face fines and legal trouble if they break privacy rules.
What Should Advertisers and Businesses Do?
Businesses and advertisers need to be careful. Here are a few important steps to follow:
- Ask vendors if they use fingerprinting.
- Request clear information on how data is collected and stored.
- Work with legal and security teams to understand privacy risks.
- Make sure all tracking practices follow current data privacy laws.
Is Fingerprinting Worth the Risk?
While fingerprinting can help improve ad targeting and catch fraud, it also brings legal and ethical challenges. Before using fingerprinting, companies should ask themselves if the benefits are worth the risks.
Google’s fingerprinting policy change has started a new debate about privacy and data tracking. Even though it may help advertisers, it also raises serious privacy questions. As technology changes, businesses must stay aware of privacy rules and make responsible decisions.
