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Google Starts Tracking All Your Devices As Chrome Changes
Google’s recent update to its Chrome browser has sparked controversy as it begins tracking all your devices. This move comes just weeks after announcing a change that would kill off tracking cookies, giving users the option to opt-out of being tracked.
However, the new development raises concerns about user privacy and data harvesting. The updated fingerprinting system will collect and identify information about each device’s software or hardware, allowing for unique identification and targeted advertising.
According to Mozilla’s Martin Thomson, this move is a “blatant disregard for user privacy” as users may struggle to stop this tracking. Google claims that this change reflects the new landscape of devices, including smart TVs and gaming consoles, which enable the serving of ads on multiple surfaces without compromising user privacy.
While some may see this update as a step backward in terms of data protection, it is essential to note that Google still provides users with a choice to refuse personalized ads. The company has also promised to work across the industry to encourage responsible data use.
As the data brokerage industry grows exponentially, with reported values reaching US$390 billion and potentially exceeding US$672 billion by 2032, the demand for user data will only continue to increase. It remains unclear how AI advancements will impact these numbers as it becomes more prevalent in the tech and automation sectors.
In the meantime, Chrome users are left with a stark irony – a move to ban tracking cookies alongside an expansion of fingerprinting capabilities. The ad industry’s insatiable hunger for data is unlikely to change anytime soon.
Source: http://www.forbes.com
