Google Wants to Track Your Digital Fingerprints Again

Google is reintroducing "digital fingerprinting" in five weeks, reports Mashable, describing it as "a data collection process that ingests all of your online signals (from IP address to complex browser information) and pinpoints unique users or devices." Or, to put it another way, Google "is tracking your online behavior in the name of advertising." The UK's Information Commissioner's Office called Google's decision "irresponsible":it is likely to reduce people's choice and control over how their information is collected. The change to Google's policy means that fingerprinting could now replace the functions of third-party cookies... Google itself has previously said that fingerprinting does not meet users' expectations for privacy, as users cannot easily consent to it as they would cookies. This in turn means they cannot control how their information is collected. To quote Google's own position on fingerprinting from 2019: "We think this subverts user choice and is wrong...." When the new policy comes into force on 16 February 2025, organisations using Google's advertising technology will be able to deploy fingerprinting without being in breach of Google's own policies. Given Google's position and scale in the online advertising ecosystem, this is significant. Their post ends with a warning that those hoping to use fingerprinting for advertising "will need to demonstrate how they are complying with the requirements of data protection law. These include providing users with transparency, securing freely-given consent, ensuring fair processing and upholding information rights such as the right to erasure." But security and privacy researcher Lukasz Olejnik asks if Google's move is the biggest privacy erosion in 10 years....Could this mark the end of nearly a decade of progress in internet and web privacy' It would be unfortunate if the newly developing AI economy started from a decrease of privacy and data protection standards. Some analysts or observers might then be inclined to wonder whether this approach to privacy online might signal similar attitudes in other future Google products, like AI... The shift is rather drastic. Where clear restrictions once existed, the new policy removes the prohibition (so allows such uses) and now only requires disclosure... [I]f the ICO's claims about Google sharing IP addresses within the adtech ecosystem are accurate, this represents a significant policy shift with critical implications for privacy, trust, and the integrity of previously proposed Privacy Sandbox initiatives. Their post includes a disturbing thought. "Reversing the stance on fingerprinting could open the door to further data collection, including to crafting dynamic, generative AI-powered ads tailored with huge precision. Indeed, such applications would require new data..." Thanks to long-time Slashdot reader sinij for sharing the news.Read more of this story at Slashdot.
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