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Google Starts Tracking All Your Devices As Chrome Changes
In a shocking move, Google has decided to start tracking all your devices as part of its recent changes to Chrome. The company had previously prohibited digital fingerprinting in 2019, but it seems that the decision has been reversed.
As of February 16th, Google has expanded its tracking capabilities to include not only your computers and smartphones but also smart TVs and gaming consoles. This move is being criticized by privacy campaigners, who claim that this new form of tracking goes against the basic principles of user privacy.
The company claims that this change is necessary to provide a broader range of surfaces on which ads can be served, but critics are worried about the implications for users’ data security. Google says that it will continue to give users the option to refuse personalized ads and work with the industry to encourage responsible data use.
It’s unclear how regulators will respond to this change, as there have been mixed reactions from governments around the world regarding the new tracking capabilities. The French regulator CNIL has warned that any form of fingerprinting for advertising purposes requires explicit consent from users, which is unlikely in most cases.
Despite the controversy surrounding this move, Google remains adamant that it is simply keeping up with the changing landscape of devices and technology. The company believes that its new policies will allow partners to succeed on emerging platforms without compromising user privacy.
The data industry has been growing at an alarming rate, fueled by unlimited user tracking. In fact, a recent report from vpnMentor estimates that this industry could grow as high as US$672 billion by 2032. It seems that Google’s decision is only accelerating this trend.
With the rise of AI in the tech and automation sectors, consumer data has become an increasingly valuable asset. Data brokers are already implementing cross-device tracking to facilitate dynamic profiling, while advancements in AI are simplifying information scraping and processing, making it easier for companies to collect and sell user data.
It remains unclear if Google will reconsider its decision or offer a mandatory opt-out option. For now, users are left with the irony of a simultaneous good move on tracking cookies and bad move on fingerprinting.
Source: http://www.forbes.com
