You will be traced – everywhere.
Google has a tracking problem. Nowhere is this more acute than with Chrome, the world’s best -known browser and ahead in the company’s marketing machine. Last year, Google returned its decision to kill tracking cookies following 3 billion Chrome users around the network. That was bad – but you will get something worse.
While he does not agree to pursue cookies, there is another possible step. Google has teased a one -click solution for users to stop tracking. Think of this as its equivalent with the transparency of Apple -set applications, which gave Meta and others a serious bloody nose. But Google does not need to follow the cookies itself. Almost surely you know who you are because you keep one of its accounts.
And so, while cookies give the place a global demand “please don’t trace me”, Google will have to convince the marketing industry that it has not gained a big advantage in their expenses. But it’s not all the bad news for the broader ecosystem. If tracking cookies are controversial, they are nothing compared to digital fingers pressing, and the industry will restore this favored tracking tool that has been banned for years.
Digital finger printing combines numerous user data signals collected on the device, building a profile that transcends websites to identify you and everything you like and are likely to buy. Even Google has slammed this tracking in the past, warning that “overthrow the user choice and is wrong.” Somewhat surprisingly, it will come back. And this time it will move beyond the network on the intelligent equipment you own. Following you anywhere.
Google has two arguments for restoring digital finger print and allowing it to be used in equipment rather than just browser online. First is “the wider range of surfaces in which advertising is served”. This means TV, games of gaming and other intelligent equipment inside and outside your home. Secondly she says, are technologies that increase privacy (PET) that unlock “new ways for brands to manage and activate their data safely and securely” while “Giving People the protection of the intimacy they expect. “
You will be tracking
UK data regulator does not strongly agree. “Finger printing involves collecting parts of information about software or equipping a device, which, when combined, can uniquely identify a special device and user,” she says, warning this “is not a A fair tool to follow users online because it is likely to reduce people’s choice and control over how their information is collected. third parties. “
This change of politics is now only 10 days away. From February 16, the rules are relaxed and the data tracking industry can enjoy new freedoms as you lose your own.
The regulator warns that “finger print relies on signals that you cannot easily delete. So, even if you ‘clean all the page data’, the organization that uses finger print techniques can identify you immediately. This is not transparent and cannot be easily controlled. Fingerprinting is more difficult for browsers to block and therefore, even conscious users of privacy will find this difficult to stop. “
This is combined in many driving parts for digital tracking, and thus the UK regulator has just released a strategy to “level the playing field for internet tracking in 2025.” They want to see “a fair and transparent world online, where people are given significant control of how they trace online.” It is a sound and commendable vision, but with the tracking of cookies and the printing of the digital fingers still here, we wish them the best fate.
Fortunately for Google, those who worry about the pursuit have just been distracted by his controversial decision to eliminate his self-imposed restrictions on the supervision of him. So February 16 are likely to come and go with a little fuss. But if you take care of such things, you are warned. From that date, Google will be “less recipe with partners in the way they aim and measure advertising” on “the widest range of surfaces in which advertising is served (such as connected TVs and gaming consoles ) “.
Something to keep in mind.