Get the latest tech news

On Google’s Policy Change Towards Fingerprinting

While I once hoped 2017 would be the year of privacy, 2024 closes on a troubling note, a likely decrease in privacy standards across the web. I was surprised by the recent Information Commissioner’s Office post, which criticized Google’s decision to introduce device fingerprinting for advertising purposes from

I was surprised by the recent Information Commissioner’s Office post, which criticized Google’s decision to introduce device fingerprinting for advertising purposes from February 2025. The media so far have done a great job bringing attention to the issue, but they frame this development as a controversy between Google’s policy change and the UK ICO’s concerns. 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.

Get the Android app