February 18, 2025 –Google’s sudden embrace of fingerprinting for ad tracking sparks backlash from privacy advocates and regulators, marking a controversial pivot from its 2019 privacy stance.
In a shocking reversal, Google is reintroducing fingerprinting” for ad targeting, igniting privacy concerns and public outrage. The move permits advertisers to collect users’ IP addresses and device details—data that Google once condemned as a violation of user choice.
Privacy advocates are slamming Google’s decision, calling it a betrayal of user trust. Martin Thomson, Distinguished Engineer at Mozilla said:
By allowing fingerprinting, Google has given itself and the ad industry, a free pass to track users without consent.
Similarly, Lena Cohen from the Electronic Frontier Foundation warned:
Google’s U-turn prioritizes profit over privacy, leaving users vulnerable to data brokers and surveillance firms.
Fingerprinting collects subtle device data, such as screen resolution, browser type, and IP address, creating a unique profile of users. Unlike cookies, users cannot block this form of tracking—sparking criticism from regulators.
The UK’s Information Commissioner’s Office (ICO) condemned the change as “irresponsible,” emphasizing it reduces user control over their data. Google claims the change is necessary as traditional cookies become ineffective on modern devices like smart TVs and consoles.
Privacy-enhancing technologies offer new ways for partners to succeed without compromising user privacy.
Google told the BBC. However, experts argue the shift is profit-driven. “This is a step backward for consumer-centric privacy,” said Pete Wallace of ad-tech firm GumGum.
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