Get the latest tech news

Digital Fingerprinting: Google launched a new era of tracking worse than cookie banners

As Google gives you the choice to opt out of cookie tracking, it silently starts collecting your online habits with fingerprinting.

Digital fingerprinting collects and analyzes multiple data points from a user’s device - such as screen resolution, installed fonts, browser settings, and even battery status - to create a unique profile. It Enables Cross-Device Tracking: Google’s new approach extends beyond web browsers, linking user activity across desktops, mobile phones, smart TVs, gaming consoles, and other connected devices. However, because fingerprinting works without explicit storage of user data on a device, companies may argue that existing laws do not apply which creates a legal gray area that benefits advertisers over consumers.

Get the Android app