Google allows advertisers to fingerprint you for even better tracking
Google has announced a change to its advertising policies that will allow advertisers to use digital fingerprinting starting February 16, 2025.
Why it is important: digital fingerprinting uses signals, like the IP address, location, language, used software, or operating system, to identify devices and users on the Internet.
This tracking technique works well with other methods, but may also stand on its own. It offers several advantages over cookies, but only to the trackers:
Google announced the change on its Google Marketing Platform Help support website. According to Google, the updated policies "clarify the activities that we prohibit to better protect the ads ecosystem from harmful activities, while being less prescriptive with partners in how they target and measure ads".
The UK's Information Commissioner's Office was one of the first to react to Google's announcement stating that "businesses do not have free rein to use fingerprinting as they please".
