Google is facing criticism for its tracking methods, particularly with its Chrome browser, as it moves towards reintroducing digital fingerprinting. Although tracking cookies may become less prominent, Google is promoting a new one-click solution similar to Apple's App Tracking Transparency. However, digital fingerprinting—which Google once condemned—will enable tracking across various devices, further infringing on user privacy. The transition from cookies to digital fingerprinting highlights the tension between user privacy and marketing needs.
Even Google has slammed this tracking in the past, warning it 'subverts user choice and is wrong.' Somewhat surprisingly then, it's about to return.
Google will have to convince the marketing industry it hasn't gained a huge advantage at their expense.
While there's no agreed end-date to tracking cookies, there's a likely next step. Google has teased a one-click solution for users to stop being tracked.
Digital fingerprinting combines multiple user data signals collected on device, building a profile that transcends websites to identify you and everything you like and are likely to buy.
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