Google recently announced a significant change to its advertising platform, effective February 2025. Until now, Google has barred advertisers using its platform from using device fingerprinting to track users. Beginning in February 2025, it will allow advertisers to use fingerprinting technologies as long as the advertiser “discloses” this.
Fingerprinting collects information that your device and browser send to a website to associate that device with a user. As the Electronic Frontier Foundation notes,
At first glance, the data points that third-party trackers collect may seem relatively mundane and disparate. But when compiled together, they can reveal a detailed behavioral profile of your online activity, from political affiliation to education level to income bracket. As long as this trove of data about you is linked back to you, your online activity can be logged. Ad networks primarily rely on two methods to maintain this link: cookie tracking, and browser fingerprinting.
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A digital fingerprint is essentially a list of characteristics that are unique to a single user, their browser, and their particular hardware setup. This includes information the browser needs to send to access websites, like the location of the website the user is requesting. But it also includes a host of seemingly insignificant data (like screen resolution and installed fonts) gathered by tracking scripts. Tracking sites can stitch all the small pieces together to form a unique picture, or “fingerprint,” of your device.
Evading fingerprinting can be difficult because it often utilizes details about your device or browser that are not easy to change. Think of it a bit like trying to hide your identity in public: covering your face with a mask gives some privacy, but it’s much harder to change your height, weight, and other physical characteristics that might be used to identify you.
It is disappointing but not at all unexpected that Google has chosen to go down this route. With the company actively working to sabotage ad-blocking efforts and rolling out AI slop to pollute its search results, Google seems to be on a trajectory of embracing the worst of dystopian big-tech corporate culture.