Prepare to Be Monitored: Google Plans to Track Your Activities Across All Smart Devices in Approximately Eight Weeks
Prepare to Be Monitored: Google Plans to Track Your Activities Across All Smart Devices in Approximately Eight Weeks
After Google's recent reversal on cookie tracking, another shift occurs in the digital world. Cookies have been granted a reprieve, and it seems that digital fingerprinting is making a comeback as well. Yet, as a regulatory body has pointed out, Google itself has acknowledged that this form of tracking contradicts user preferences and is unethical. Nonetheless, we find ourselves in this situation, whether we're surprised or not. "We consider this decision reckless," the regulatory body warns.
Google justifies this move by citing improvements in privacy-enhancing technologies (PETs), which allegedly elevate user privacy standards, permit advertisers more freedom, and enable the secure management of data. This, according to Google, yield new opportunities for brands to manage their data safely and securely while providing users with anticipated privacy protections. However, there's a risk that this transition merely pushes the dark side of cookie tracking into a new era, making it difficult for users to comprehend their risks.
The specifics are intricate—these are the algorithms that analyze all the data signals you emit while browsing the internet, including device, IP, and credential identifiers, in addition to the sites you visit and apps you use, forming a coherent map that can be traced and interpreted. Google argues that this shift has been motivated in part by "the wider range of surfaces on which ads are served," encompassing smart TVs, gaming consoles, and browsers, in addition to typical app activities.
Despite Chrome's reputation for tracking, this development takes it to an entirely new level. "Over the past decade," Google asserts, "the way people interact with the internet has drastically transformed. Therefore, we constantly review our policies to ensure they match current technology trends and meet our partners' expectations and users' requirements." As a result, from February 16, Google will be less restrictive about how partners target and measure ads on "the broader range of surfaces on which ads are served."
Digital fingerprinting, explains Stephen Almond, a representative of the UK's Information Commissioner's Office, involves collecting information about a device's software or hardware, which, when combined, can unambiguously identify a particular device and user. The ICO views fingerprinting as an unfair approach to tracking users online despite its potential to reduce their decision-making power and control over their data. The modification to Google's policy allows fingerprinting to potentially substitute for third-party cookies.
The ICO argues that when you choose an option on a consent banner or clear all site data in your browser, you are typically controlling the use of cookies and other storage methods. However, fingerprinting relies on signals that cannot be easily erased, meaning even if you clear all site data, the organization employing fingerprinting techniques can immediately identify the user again. This lack of transparency makes it challenging to control. Fingerprinting is difficult for browsers to obstruct, making it challenging for even privacy-conscious users to prevent.
Both parties have confirmed their intention to continue dialog on this update, which the ICO deems a "turnaround in its position and a departure from our expectation of a privacy-friendly internet." The ICO has also issued a stern warning to businesses preparing to exploit the new opportunities presented by February's changes. "Businesses do not have unrestricted freedom to employ fingerprinting at will. Like all advertising technology, it must be employed lawfully and transparently—and if it isn't, the ICO will act."
Google cites the demonstrable need for fingerprinting in its announcement, highlighting the growing popularity of smart TVs and streaming services. "Internet users are gravitating towards Connected TV (CTV) experiences, making it one of most dynamic advertising expansion areas. Advertisers on CTV need the ability to connect with target audiences and assess the effectiveness of their campaigns as users shift to streaming services. To accomplish this in a highly fragmented environment, the ecosystem should invest in and develop effective, measurable solutions."
In essence, cross-platform, cross-device ad tracking. This move removes Chrome from the center of Google's tracking empire, which is quite fascinating given the timing.
The regulatory landscape and the implications of Google's actions are incredibly complex. Moreover, there's an ongoing DOJ action expected to impose modifications, such as potential divestitures of Chrome. The uncertainty surrounding what will take the place of tracking cookies is noteworthy. "Businesses should not consider fingerprinting a simple alternative to losing third-party cookies and other cross-site tracking signals," the ICO emphasizes, insisting that users should maintain control over how their data is used for targeted advertising.
At a fundamental level, while tracking cookies are a nuisance that underpins the internet, they can be identified and managed, whether through website pop-ups or the use of private browsing that blocks such cookies. Digital fingerprinting, however, is harder to detect and obstruct, making it more prone to manipulation as the tracking industry tests boundaries.
Google asserts its ability to implement privacy-preserving safeguards that enable businesses to connect with their customers on new platforms without requiring the need to re-identify them. To encourage responsible data use as the new benchmark across the web, Google will partner with the broader ads industry and aid in making PETs more accessible.
This development follows the cookie tracking turnaround and lacks a concrete Plan B, leading to considerable regulatory questioning. For users, it's another reason to seriously consider the browser they use and the preferences they apply.
I've reached out to Google, seeking their perspective on these regulatory advisories.
- The regulatory body's warning against Google's decision to allow more widespread digital fingerprinting is a strong one, particularly given the potential contravention of user preferences and ethical concerns.
- Microsoft issues a PC warning to users, advising them to be vigilant about digital fingerprinting, as this practice becomes more common in the absence of stringent cookie tracking regulations.
- Android users should also be cautious, as the ICO has issued an ico Android warning about the increased use of digital fingerprinting techniques in mobile apps, which can lead to unauthorized tracking and data collection.
- In response to the DOJ chrome warning about potential regulatory actions, Google emphasizes its commitment to implementing privacy-preserving safeguards, ensuring that digital fingerprinting is used responsibly and transparently across all platforms.