Google is set to monitor all your devices closely within an eight-week period, moving beyond Chrome for tracking.
Published on December 21, Google's proposals to alter search for iPhone and Android users were released as a reaction to the U.S. government's push for it to sell off Chrome.
With Google's recent alteration of its tracking policies fresh in mind, here comes another change. Besides granting cookies a temporary reprieve, it appears that digital fingerprinting is also making a comeback. However, a regulatory body has pointed out that Google itself has stated that this type of tracking "infringes on user choice and is inappropriate." Yet, despite this, we find ourselves in a similar situation. "We find this move to be irresponsible," the regulatory body cautions.
For its part, Google references advancements in privacy-enhancing technologies (PETs) as justification for loosening restrictions on advertisers and the hidden trackers that form the backbone of the internet. This, it claims, will open up "new avenues for brands to manage and activate their data securely," while also "offering users the privacy protections they expect." The concern is that this simply pushes the dark side of tracking cookies into a new era, one that users may find difficult to navigate and understand their risks.
The specifics are intricate—these are the algorithms that analyze all the data signals you emit when browsing the internet on any device, including device, IP, and credential identifiers, as well as the websites you visit and apps you use. The change was prompted, as Google explains, by "the expanding range of platforms on which ads are served." This includes smart TVs and gaming consoles, in addition to regular browser activity.
Although Chrome has faced criticism for tracking, this expansion takes it to a new, distinct level. "In the past decade," Google says, "the way people interact with the internet has dramatically changed. Consequently, we frequently review our policies to ensure they reflect the latest advancements in technology and meet the needs and expectations of our partners and users." And so, beginning February 16, Google will be "less prescriptive with partners in how they target and measure ads" across "the expanding range of platforms on which ads are served (such as Connected TVs and gaming consoles)."
"Fingerprinting involves the compilation of information about a device's software or hardware, which, when combined, can uniquely identify a specific device and user," explains Stephen Almond, representing the UK's Information Commissioner's Office. "The ICO's stance is that fingerprinting is not a fair method of tracking users online because it is likely to restrict people's choice and control over how their information is collected. The change in Google's policy means that fingerprinting could now replace the functions of third-party cookies."
The ICO argues that "when you choose an option on a consent banner or 'clear all site data' in your browser, you are typically controlling the use of cookies and other traditional forms of local storage. Fingerprinting, however, relies on signals that are difficult to erase. So, even if you 'clear all site data,' the organization using fingerprinting techniques could immediately recognize you again. This is not transparent and cannot easily be controlled. Fingerprinting is more difficult for browsers to block, and even privacy-conscious users may find it challenging to avoid."
Both the regulatory body and Google have confirmed that they will continue to engage on this change, which the ICO describes as "a change in stance and a departure from our expectation of a privacy-friendly internet." The regulator has also issued a stern warning to businesses that may be preparing for the removal of gloves when the changes take effect in February. "Businesses do not have unlimited freedom to use fingerprinting at their discretion. Like all advertising technology, it must be lawfully and transparently deployed—and if it is not, the ICO will take action."
Google offers an example of the need for such fingerprinting in its announcement—smart TVs and streaming services. "Internet users are increasingly embracing Connected TV (CTV) experiences, making it one of the fastest growing advertising channels. Businesses advertising on CTV require the ability to connect with relevant audiences and assess the effectiveness of their campaigns. As people and households increasingly shift to streaming platforms, the ecosystem should invest in and develop solutions that are effective and measurable in an incredibly fragmented environment." I have reached out to Google for any comments on the regulatory warnings following its announced change.
In summary—cross-platform, cross-device ad tracking. A move that shifts the focus away from Chrome as the center of Google's tracking empire—the timing of which is intriguing.
It's challenging to envision a more complex backdrop, with the ongoing DOJ action that is expected to result in changes, including the potential for Chrome to be sold off. Then there is the uncertainty as to what will replace tracking cookies. "Businesses should not view fingerprinting as a straightforward alternative to the loss of third-party cookies and other cross-site tracking signals," the ICO warns, emphasizing that users should have "significant control over how their information is used to show them personalized ads."
At its most basic, while tracking cookies can be considered a nuisance that underpins the internet, they are visible and can be controlled, whether through website pop-ups or electing to use some form of private browsing that blocks such cookies. Digital fingerprinting is not as apparent and therefore harder to identify and block, and it is more susceptible to manipulation as the tracking industry pushes boundaries.
Google declares that it can "implement privacy-preserving protections that allow businesses to reach their customers across these new platforms without the need to re-identify them. And since we want to encourage responsible data use as the new standard across the web, we will also collaborate with the broader ads industry and help make PETs more widespread."
For years, Google has been engaged in a continuous fight against ad tracking, initiating its Privacy Sandbox in 2019, aimed at discovering a less invasive method to monitor users across the web and deliver their data to advertisers. Declaring its objective as privacy-preserving tracking, Google introduced several masking technologies, user grouping into semi-anonymous clusters, and an opt-in approach more recently.
However, Google now faces a more significant challenge, which may potentially accelerate changes faster than the slow pace of previous tracking adjustments, currently witnessing a painful standstill. As reported in The New York Times, Google is taking proactive measures to tackle this issue. "Google stated on Friday what it thought should change to address a ruling that it had illegally maintained a monopoly over online search: not much," it stated.
Google's objective appears to be to gradually backtrack from the line it is accused of crossing, having "illegally maintained a monopoly in online search by paying companies such as Apple and Samsung to be the search engine that automatically appears when users open a web browser or a smartphone." To counteract this, the government recently proposed to the judge that Google sell Chrome. Search and advertising form the core of the empire, with Google dominating search through strategic partnerships with Apple and across Android, making "google" synonymous with "search."
Lee-Anne Mulholland, Google's VP for Regulatory Affairs, points out in a blogpost that "if DOJ felt that Google investing in Chrome, or our development of AI, or the way we crawl the web, or develop our algorithms, were at all anticompetitive, it could have filed those cases. It did not." She warned that "DOJ’s proposal would harm American consumers and undermine America’s global technology leadership at a critical juncture—such as by requiring us to share people’s private search queries with foreign and domestic rivals, and restricting our ability to innovate and improve our products."
Google's remedies include altering agreements with "browser companies like Apple and Mozilla," permitting them to negotiate deals with their preferred search engines, allowing browsers to continue offering Google Search while also adding flexibility, such as setting various default search engines for different platforms and browsing modes, and changing the default search provider at least once every 12 months, as suggested by the court.
Additionally, Google has suggested similar adjustments for Android, providing device makers with increased flexibility to preload multiple search engines and load any Google app independently of Search or Chrome, thus offering its rivals like Microsoft more opportunities to compete for placement.
Interestingly, Microsoft has been allegedly flooding its own Windows users with constant ads and security warnings, promoting Edge and Bing.
The timing is intriguing, as digital fingerprinting is once again gaining traction and extending beyond traditional browsers, coinciding with the inevitable disruption in the tracking and search ecosystems as the long-established period of stability begins to crumble, primarily driven by AI. The conclusion is yet to be drawn on this complex situation.
For users, transparency regarding when and how they are being monitored is crucial, complemented by an easy option to opt out at any time.
Despite Google's claims of improving privacy with its relaxation of tracking policies, regulatory bodies like the ICO have expressed concerns. They argue that digital fingerprinting, a potential replacement for cookies, infringes on user choice and is difficult to control or block. This could lead to a shift in tracking practices, making it harder for users to manage their privacy.
Moreover, Google's proposed changes to Chrome tracking are being closely watched by the DOJ, which is pushing for Google to sell off Chrome as part of a monopoly case. Microsoft, for instance, has been accused of floodings its Windows users with constant ads and warnings promoting Edge and Bing.
These developments highlight the ongoing complexity in the digital tracking landscape, with changes in tracking practices, regulatory scrutiny, and competition between major players. It emphasizes the need for users to remain vigilant and informed about how their data is being used.
In light of these changes, a new era of digital fingerprinting is emerging. While Google argues that this will improve user privacy and data security, regulatory bodies and privacy advocates are wary of the potential for increased user tracking in a less transparent manner. This raises important questions about the balance between user privacy and the economic interests of tech companies.
