Google has started enforcing new tracking rules that utilize fingerprinting across connected devices like smartphones and smart TVs, a practice it once criticized. Despite claims of offering privacy-enhancing technologies, Google's reintroduction of fingerprint tracking on February 16, 2024, has sparked backlash from privacy advocates who argue it undermines user privacy. They highlight that this method allows for extensive data collection that uniquely identifies users, associating it with the company’s advertising strategies. Google's explanations point out the difficulties with conventional data collection methods used with user consent, indicating this change aims to optimize ad targeting while claiming to respect user privacy.
Privacy campaigners have called Google's new rules on tracking people online 'a blatant disregard for user privacy', warning that Google has given itself permission to track users.
Google stated that it was hard to target ads to users with conventional data collection because users controlled it with cookie consent.
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