Google is facing increasing regulatory scrutiny after its decision to reintroduce digital fingerprinting as part of its advertising strategy, a move that directly contradicts its previous stance on user privacy.
The company’s decision to resume this form of tracking comes shortly after its controversial reversal on the use of third-party cookies, and now, digital fingerprinting appears to be taking their place as a new, more opaque method for tracking users across various online platforms.
Starting on February 16, 2025, Google will relax its restrictions on ad targeting across a wider range of devices, including smart TVs and gaming consoles, by allowing advertisers to use digital fingerprinting techniques. This technology collects a variety of unique data points from a device, including details about its software and hardware, such as device IDs, IP addresses, and browsing activity. When combined, these data points can uniquely identify individual users across different websites and apps, making it difficult for users to evade or control the tracking process.
Google argues that fingerprinting offers advertisers new ways to manage their data securely while providing privacy protections to users. The company claims that privacy-enhancing technologies (PETs) have advanced to the point where they can enable businesses to target and measure ads more efficiently, while also ensuring users’ privacy expectations are met.
Google cites the growing popularity of connected TVs (CTV) and gaming consoles, along with the shift to streaming platforms, as key reasons why advertisers need this technology to track users across multiple devices.
However, this move has drawn strong criticism from privacy advocates and regulators. The UK’s Information Commissioner’s Office (ICO) has expressed serious concerns about the implications of this tracking method, particularly its impact on user control.
Stephen Almond, a representative for the ICO, explained that fingerprinting involves collecting device information that cannot be easily wiped by users, making it harder for individuals to block or clear.
Unlike cookies, which can be deleted or controlled through browser settings, fingerprinting relies on signals that persist even if users delete their browsing data. This raises concerns that users may be unknowingly tracked and identified, undermining their ability to maintain privacy online.
The ICO has also warned businesses that they do not have free rein to use fingerprinting without ensuring transparency and compliance with privacy laws. The regulator stated that fingerprinting should not replace cookies unless it is deployed in a lawful and transparent manner, and they have pledged to take action if companies fail to meet these standards.
The ICO’s warning highlights the growing tension between advertisers seeking to track users across an increasingly fragmented internet ecosystem and the need to respect privacy rights in an era of heightened data sensitivity.
This development comes amidst broader concerns over Google’s practices in the advertising industry. The company has faced increasing pressure from regulators, including the U.S. Department of Justice (DOJ), which is expected to mandate changes to Google’s advertising operations in the coming months. Some even speculate that the DOJ may require Google to divest its Chrome browser, further complicating the company's ability to control its vast ad network.
The reintroduction of fingerprinting, which involves using information from devices such as IP addresses, user agents, and other unique data points, is seen as a potential loophole in the privacy protections Google had previously promised.
While the company maintains that its new approach will allow businesses to reach their customers without compromising privacy, the ICO and other regulators have warned that this change could shift the power back to advertisers in ways that users cannot easily control or comprehend.
Google justifies its move by pointing out the evolving landscape of internet usage, where people now engage with the web through a variety of devices beyond traditional desktops and smartphones.
According to Google, the shift toward more fragmented advertising platforms—such as smart TVs and gaming consoles—requires a new approach to ad targeting. The company claims that its goal is to provide businesses with a way to connect with relevant audiences across these diverse platforms while ensuring users’ privacy preferences are respected.
Despite these claims, the reintroduction of fingerprinting has sparked concerns about the erosion of privacy in a digital age where users are already struggling to maintain control over their data. The ICO has warned that fingerprinting technology may make it more difficult for privacy-conscious users to protect themselves from being tracked across platforms, and it may even encourage advertisers to test the limits of this new tracking method.
Google’s decision to loosen restrictions on digital fingerprinting also signals a broader shift in how the tech giant is adapting to changes in the digital advertising landscape.
As more advertisers seek ways to track users across multiple devices and platforms, the use of fingerprinting could become a key part of this new ecosystem. However, the ICO has made it clear that businesses must use fingerprinting responsibly and in compliance with privacy laws, or face potential enforcement actions.
As the digital fingerprinting policy changes come into effect in February, businesses and advertisers will need to reassess how they target and measure ads in light of these new privacy concerns.
The ICO has stated that the introduction of fingerprinting represents a “u-turn” in Google’s position on privacy, and regulators will be closely monitoring its implementation. For users, this move raises further questions about the ability to safeguard their personal data and control how it is used for targeted advertising.
In the end, Google’s decision to embrace digital fingerprinting represents a new chapter in the ongoing debate over privacy and advertising technology. As the internet continues to evolve, regulators and users alike will need to stay vigilant to ensure that privacy protections keep pace with the latest advancements in tracking technology.
