In a recent under-the-radar policy update, Google has reversed its stance on digital fingerprinting, now allowing advertisers to track users through their device identifiers. This change marks a notable shift in Google's advertising policies and raises new privacy concerns for users.
The policy modification removes previous restrictions that prevented advertisers from using permanent device identifiers, such as unique mobile phone IDs, for tracking purposes. Under the new rules, advertisers can now collect and share this device-specific information with Google to enhance user tracking capabilities.
Google's justification for this change points to "advances in privacy-enhancing technologies" and "new ad-supported devices and platforms." Industry observers suggest this move may be a response to increasing privacy protections on various platforms and the growing popularity of streaming services that make traditional tracking more challenging.
The policy update was implemented quietly, with details spread across multiple documents and no clear highlighting of the changes. The company's main support article explaining the change uses technical language that obscures the practical implications for user privacy.
For users concerned about enhanced tracking capabilities, privacy experts recommend several protective measures:
- Installing ad-blocking software and browser extensions
- Setting up network-level ad blocking through tools like Pi-Hole
- Enabling built-in ad blocking features on compatible routers
This policy shift highlights the ongoing tension between digital advertising practices and user privacy, as tracking technologies continue to evolve despite growing public awareness of privacy issues.