Google’s Fingerprinting Policy Shift Sparks Privacy Concerns

Google’s recent decision to allow device fingerprinting for advertising purposes has triggered alarm among privacy advocates, regulators, and businesses alike.

What Is Device Fingerprinting?

Device fingerprinting is a sophisticated tracking method that collects various data points from a user’s device (e.g. screen size, browser type, language settings, battery level, and time zone) to create a unique digital profile. Unlike cookies, which users can clear or block, fingerprinting operates behind the scenes, offering far fewer opportunities for user control.