Digital fingerprinting, which Google previously criticized for undermining user choice, is now being revived, raising concerns over user privacy and data security.
Google’s moves are justified by their advancements in privacy-enhancing technologies (PETs), claiming they unlock new advertising opportunities while maintaining user privacy expectations.
The shift from cookies to digital fingerprinting could push user privacy risks into a more complex realm, making it harder for users to understand and manage their data.
As digital environments evolve, Google insists that its policy adaptations are necessary, reflecting the varied dimensions through which advertisements are served today.
#digital-fingerprinting #google #user-privacy #advertising-technology #privacy-enhancing-technologies
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