Google is set to reintroduce digital fingerprinting in its advertising strategy starting February 16, 2025, sparking privacy concerns. This move replaces third-party cookies and allows advertisers to track users across devices like smart TVs and gaming consoles.
Fingerprinting collects unique data, including device IDs and IP addresses, to identify users across platforms. Google claims privacy-enhancing technologies (PETs) ensure user protection while helping advertisers target efficiently.
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However, critics, including the UK’s Information Commissioner’s Office (ICO), warn that fingerprinting is harder to block than cookies, potentially undermining user control. Regulators demand transparency and compliance with privacy laws, emphasizing the risks of this opaque tracking method.
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