it could further entrench Google’s dominance in the digital advertising industry while compromising user privacy. “Fingerprinting is a particularly invasive tracking method because it operates without user consent and is difficult to block,” Thomson stated.
Privacy advocates argue that while Google’s proposed tracking controls appear to empower users, the simultaneous expansion of fingerprinting undermines those efforts. Unlike cookies, which can be deleted or blocked, fingerprinting collects unique device and browser characteristics to track users across the web without their explicit permission.
Read more: Google Revises AI Ethics Guidelines, Removes Harm Prohibition
Regulatory bodies in the U.S. and Europe are closely monitoring these developments, with some calling for stricter oversight of Google’s data collection practices. Experts believe that if left unchecked, fingerprinting could lead to a significant erosion of online privacy.
Google has yet to officially address concerns about its fingerprinting expansion, but industry experts warn that this move could spark further legal challenges and consumer backlash.
