Google has officially taken a bold step in digital tracking, reviving a controversial technique called digital fingerprinting—a method once deemed unethical by the company itself. This shift, which went into effect on February 16, 2025, allows advertisers to track users without relying on traditional cookies. But what does this mean for your privacy?
What Is Digital Fingerprinting, and Why Does It Matter?
Unlike cookies, which can be deleted or blocked, fingerprinting gathers data from your device—such as IP address, browser type, installed plugins, screen resolution, and even your device’s hardware details—to create a unique digital identity. This identity allows companies to track your movements across different websites and even multiple devices.
For years, Google maintained that fingerprinting “subverts user choice” because users cannot control or opt out of it. But now, Google is flipping the script. The company argues that new privacy-enhancing technologies (PETs) make fingerprinting more secure, ensuring better control for advertisers while supposedly maintaining user privacy.
Why Is Google Doing This?
Google has framed this move as an improvement in online advertising, allowing businesses to reach their audiences more effectively without relying on cookies. With third-party cookies on the decline due to privacy regulations and browser restrictions, fingerprinting is emerging as the next tracking frontier.
The reality? Advertisers gain deeper access to your data, and you lose even more control over your online identity.
How This Affects You
With fingerprinting, tracking is no longer stored on your device—meaning:
✅ You can’t clear or delete it like cookies.
✅ Incognito mode won’t protect you—your browser settings and device attributes still give you away.
✅ VPNs only offer partial protection—Google and advertisers can still use other identifying factors.
While Google claims its new system protects user data, many privacy experts argue it’s just a more sophisticated way to track people without their consent.
Criticism from Privacy Experts and Regulators
Privacy watchdogs, including the UK’s Information Commissioner’s Office (ICO), have blasted Google for backtracking on its commitment to user privacy. The ICO called the change “irresponsible,” arguing that it further strips away users’ ability to control how their data is collected and used.
Even Mozilla’s Martin Thomson criticized Google for shifting power away from users and toward advertisers, calling the move a “massive step backward” for online privacy.
Lukasz Olejnik, a respected security researcher, suggested that Google’s shift could be one of the biggest erosions of internet privacy in the past decade.
What Can You Do to Protect Yourself?
While digital fingerprinting is hard to block completely, there are a few things you can do to make yourself less trackable:
🔹 Use privacy-focused browsers like Brave or Firefox, which offer anti-fingerprinting protections.
🔹 Regularly change your device settings, such as screen resolution and browser extensions, to make your fingerprint less consistent.
🔹 Block JavaScript—many fingerprinting techniques rely on JavaScript execution.
🔹 Use a VPN + Tor combo for stronger anonymity.
🔹 Monitor and limit Google’s tracking settings within your account preferences.
The Bottom Line
Google’s embrace of fingerprinting is a stark reminder that big tech prioritizes advertisers over user privacy. While the company frames this as a “privacy-enhancing” measure, it ultimately gives advertisers unprecedented access to track users without their knowledge.
With this change already in effect, staying informed and taking proactive steps to protect your data is more crucial than ever. The future of online privacy is at stake, and users must fight to retain control over their digital footprints.