Google is updating its data collection practices, allowing advertisers to track users across multiple devices using “digital fingerprinting.” This new approach aims to provide a more secure way for brands to manage and activate their data. The changes come as part of an advertising ecosystem shift and the development of privacy-enhancing technologies (PETs).
Under the revised policies, Google is relaxing restrictions on advertisers’ ability to target personalized ads across devices. However, this move has been criticized by regulators and experts, who argue that digital fingerprinting undermines user choice and control over their personal information.
The UK’s Information Commissioner’s Office (ICO) has labeled Google “irresponsible” for the policy change, warning that it could lead to riskier advertiser behavior. The watchdog emphasized the need for businesses to demonstrate existing legal requirements for such tech, including options for secure consent, fair processing, and erasure rights.
Google claims that its new approach offers sufficient protection for users while providing brands with a safer way to manage their data. The feature is set to be available to advertisers starting February 16, 2025.
Source: https://mashable.com/article