Google just lifted its 2019 ban on fingerprinting for advertisers

As of a few days ago, Google now allows advertisers to use fingerprinting to track users across devices and websites, collecting data points like IP addresses, operating system details, and screen resolution.

Why we care. Google’s decision to permit fingerprinting, a powerful user-tracking technique it banned in 2019, raises significant privacy concerns and has already drawn regulatory scrutiny. By allowing fingerprinting, Google gives advertisers a powerful way to track users across devices without relying on cookies, potentially improving ad personalization and attribution.

However, the move also raises legal and ethical concerns, as regulators, especially in the EU, may impose new restrictions or penalties. Brands must carefully navigate these changes to balance ad effectiveness with growing consumer privacy expectations.

The big picture. The reversal comes despite Google’s recent privacy-first initiatives, suggesting a prioritization of advertising revenue over user privacy protections.

Between the lines. The timing of the announcement — just before Christmas — and Google’s careful avoidance of the term “fingerprinting” in its documentation has raised eyebrows.

What they’re saying. The UK’s Information Commissioner’s Office (ICO) called the move “irresponsible,” noting that “fingerprinting is not a fair means of tracking users online because it is likely to reduce people’s choice and control.”

State of play:

• Advertisers must still comply with privacy laws.
• Users won’t be asked for explicit consent.
• Data collection includes device specifics and usage patterns.
• The EU is expected to scrutinize the policy change.

Bottom line. This represents a significant shift in Google’s privacy stance, potentially setting up conflicts with privacy regulators.