The world of technology is constantly evolving, and the latest news regarding Google’s policy changes on user tracking for advertising purposes has sparked heated discussions. Indeed, the American giant’s recent announcement to use digital fingerprints to replace traditional cookies from February 2025 has sent shockwaves through regulators and data protection experts.
Digital fingerprinting at the center of the debate
Designated as one of the solutions considered by Google to improve targeted advertising, digital fingerprinting is based on the collection of various information from the software or computer equipment used by an Internet user. When this data is combined, it can potentially uniquely identify a user without resorting to traditional cookies. According to Google, this method could offer a more privacy-friendly alternative to current tracking techniques.
However, the move is not without its problems. The UK’s data protection regulator, the Information Commissioner’s Office (ICO), was quick to call the move irresponsible. The ICO says digital fingerprinting threatens people’s choice and control over how their personal information is collected. Unlike cookies, this new method makes it difficult for users to give informed consent, change settings, or delete data collected.
Reactions from regulators
The ICO is particularly concerned about the transparency and legitimacy of this new tracking technique. Under new terms of service published by Google, this transformation will take effect as early as February 2025, raising major questions about compliance with existing European data protection regulations.
According to an ICO spokesperson, despite the ongoing dialogue with Google, the organization is maintaining a high level of vigilance over how this technology will be implemented. Companies using this new form of tracking will have to act legally and transparently or face legal repercussions. The ICO promises to intervene if practices do not meet the required standards.
Google’s justifications
Google defends its position by saying that this move is aimed at modernizing and making the online advertising industry more accountable. A company representative told AFP that data such as IP addresses are already widely used by other players in the sector, and so the digital footprint is a natural progression. They also say that users will always have the choice to receive personalized ads or not.
Google emphasizes its willingness to work with the industry to promote the ethical use of data. The firm assures that it will continue to engage in constructive dialogue with the ICO to find common ground that satisfies all parties concerned.
Challenges for users
For users, this situation poses significant challenges. While the digital footprint promises better privacy protection compared to current methods, it nevertheless raises concerns about the ability of individuals to manage their privacy preferences autonomously and effectively.
The possibility of not being able to easily modify or delete a digital footprint, unlike cookies, further complicates the issues of personal control over the data collected. This transition to new forms of tracking will require significant adaptation on the part of consumers to understand and manage these new tools.
Implications for businesses
For advertising companies, the use of digital fingerprinting could revolutionize their digital marketing strategies. However, they must prepare the necessary infrastructures to comply with legal requirements and ensure full transparency in the use of user data.
The implementation of this technology will most likely have to be accompanied by awareness and education campaigns aimed at the public to clarify how digital fingerprinting works and what options are available to exercise their right of consent and refusal.
0 Comments