Google has quietly updated its advertising policies to allow advertisers to track users through device fingerprinting, marking a notable shift in the company's stance on user privacy.
Previously, Google prohibited advertisers from using permanent device identifiers or passing information that could uniquely identify specific devices. The recent policy change removes these restrictions, enabling advertisers to collect and share device-specific data with Google for enhanced tracking capabilities.
The policy update was implemented discreetly, with the changes scattered across multiple documents without clear highlighting of the modifications. Google justified the change by citing "advances in privacy-enhancing technologies" and "new ad-supported devices and platforms."
Industry observers suggest this move may be a response to growing privacy awareness among users and the increasing adoption of privacy-protective features in modern operating systems. The rise of streaming services with siloed advertising systems may have also influenced Google's decision.
This development raises concerns about user privacy, as device fingerprinting allows for persistent tracking even when users attempt to protect their privacy through traditional means like clearing cookies or using private browsing modes.
Privacy advocates recommend using ad-blocking solutions to protect against unwanted tracking. Options include browser-based ad blockers, network-level blocking through tools like Pi-Hole, or router-level ad blocking features.
The policy change highlights the ongoing tension between digital advertising practices and user privacy concerns, as tech companies continue to adapt their tracking capabilities in response to evolving privacy measures.