In a concerning development for digital privacy, Google is set to launch a new device tracking system on February 16 that goes far beyond its traditional Chrome browser and Android platform surveillance.
The tech giant's latest advertising ecosystem update introduces "digital fingerprinting" - a sophisticated tracking method that can identify users across multiple devices including connected TVs, gaming consoles, and other smart devices.
According to the UK's information regulator, this fingerprinting system collects various hardware and software data points that, when combined, can uniquely identify specific devices and their users. Unlike cookies that can be cleared, these digital fingerprints are notably difficult to detect or remove.
The timing of this announcement coincides with other privacy concerns surrounding Google. The company currently faces a class action lawsuit over allegations it collected personal data from cellphones even after users disabled tracking features. This follows Google's recent destruction of billions of data records related to a separate lawsuit about Chrome's incognito mode tracking.
Privacy experts warn that this new tracking system reduces user control over personal data collection. Since fingerprinting occurs invisibly across connected devices, most users won't realize they're being tracked. Identity Week notes that organizations using Google's advertising technology can implement fingerprinting while technically complying with data protection laws.
The move comes as Google criticized Microsoft for "spoofing" its search homepage on Bing.com, highlighting ongoing tensions between tech giants over user data and market control. Meanwhile, a massive leak from analytics firm Gravy exposed how thousands of popular apps already collect detailed location data through advertising networks.
For users concerned about digital privacy, these developments represent a significant expansion of surveillance capabilities beyond traditional web browsers and mobile devices. As February 16 approaches, the implementation of system-wide fingerprinting marks a new chapter in the ongoing debate over digital privacy and corporate data collection.