Google’s new permit- Is profit prevailing privacy?
Starting on 16th February 2025, Google changed its advertisement platform program policy. It will permit advertisers to employ device fingerprinting techniques for user tracking. Organizations that use their advertising services are now permitted to use fingerprinting techniques for tracking their users' data. Originally announced on 18th December 2024, this rule change has sparked yet another debate regarding privacy and profits.
The Issue
Fingerprinting is a technique that allows for the collection of information about a user’s device and browser details, ultimately enabling the creation of a profile of the user. Not only used for or limited to targeting advertisements, data procured in such a manner can be used by private entities and even government organizations to identify individuals who access their services. If information on customization options, such as language settings and a user’s screen size, is collected, it becomes easier to identify an individual when combined with data points like browser type, time zone, battery status, and even IP address.
What makes this technique contentious at the moment is the lack of awareness regarding the information being collected from the user and the inability to opt out once permissions are granted.
This is unlike Google’s standard system of data collection through permission requests, such as accepting website cookies—small text files sent to the browser when a user visits a particular website. While contextual and first-party cookies limit data collection to enhance user experience, third-party cookies enable the display of irrelevant advertisements while users browse different platforms. Due to this functionality, companies can engage in targeted advertising.
This issue has been addressed in laws like the General Data Protection Regulation (GDPR) of the European Union (EU) and the Digital Personal Data Protection (DPDP) Act, 2023 (India), which mandate strict rules and regulations regarding advertising, data collection, and consent, among other things. One of the major requirements in both laws is obtaining clear, unambiguous consent. This also includes the option to opt out of previously granted permissions for cookies.
However, in the case of fingerprinting, the mechanism of data collection relies on signals that users cannot easily erase. While clearing all data from the browser or refusing cookies might seem like appropriate steps to take, they do not prevent tracking through fingerprinting, as users can still be identified using system details that a website has already collected. This applies to all IoT products as well. People usually do not frequently change the devices they use, and once a system is identified, there are no available options to stop tracking, as fingerprinting relies on device characteristics rather than data-collecting text files that could otherwise be blocked.
Google’s Changing Stance
According to Statista, Google’s revenue is largely made up of the advertisement services it provides (amounting to 264.59 billion U.S. dollars in 2024). Any change in its advertisement program policies draws significant attention due to its economic impact.
In 2019, Google claimed in a blog post that fingerprinting was a technique that “subverts user choice and is wrong.” It is in this context that the recent policy shift comes as a surprise. In response, the ICO (Information Commissioner’s Office), the UK’s data privacy watchdog, has stated that this change is irresponsible. Google, however, is eager to have further discussions with the ICO regarding the policy change.
Conclusion
The debate regarding privacy in targeted advertising has been ongoing for quite some time. Concerns about digital data collection and storage have led to new and evolving laws that mandate strict fines for non-compliance.
Google’s shift in policy raises pressing concerns about user privacy and transparency. Fingerprinting, unlike cookies, offers no opt-out mechanism, leaving users vulnerable to continuous tracking without consent. This move contradicts Google’s previous stance and challenges global regulations like the GDPR and DPDP Act, which emphasize clear user consent.
With regulators like the ICO expressing disapproval, the debate between corporate profits and individual privacy intensifies. As digital footprints become harder to erase, users, lawmakers, and watchdogs must scrutinize such changes to ensure that innovation does not come at the cost of fundamental privacy rights
References
- https://www.techradar.com/pro/security/profit-over-privacy-google-gives-advertisers-more-personal-info-in-major-fingerprinting-u-turn
- https://www.ccn.com/news/technology/googles-new-fingerprinting-policy-sparks-privacy-backlash-as-ads-become-harder-to-avoid/
- https://www.emarketer.com/content/google-pivot-digital-fingerprinting-enable-better-cross-device-measurement
- https://www.lewissilkin.com/insights/2025/01/16/google-adopts-new-stance-on-device-fingerprinting-102ju7b
- https://www.lewissilkin.com/insights/2025/01/16/ico-consults-on-storage-and-access-cookies-guidance-102ju62
- https://www.bbc.com/news/articles/cm21g0052dno
- https://www.techradar.com/features/browser-fingerprinting-explained
- https://fingerprint.com/blog/canvas-fingerprinting/
- https://www.statista.com/statistics/266206/googles-annual-global-revenue/#:~:text=In%20the%20most%20recently%20reported,billion%20U.S.%20dollars%20in%202024