Google is set to start tracking users across all devices in just six weeks through a method known as digital fingerprinting. This technique involves collecting information about a device’s software or hardware to uniquely identify it and its user. Critics argue that this method reduces users’ choice and control over their information.
They say that digital fingerprinting is likely to be used in Google’s advertising tech, which could bypass traditional privacy safeguards and data protection laws. The move comes alongside recent leaks in the location data industry. Many popular apps, such as Candy Crush, Tinder, and MyFitnessPal, have been found to gather sensitive location data without users knowing.
Digital fingerprinting concerns rise
Google has also faced legal battles over its data collection practices. A federal judge recently rejected Google’s attempt to dismiss a privacy class action suit.
The suit claims that the company collected personal data from users’ cellphones even after they tried to disable tracking. Google says that new technologies, like on-device processing and secure multi-party computation, offer ways for brands to manage data securely while providing privacy protections. However, whether these measures are enough to meet legal standards and user expectations is still being debated.
As Google rolls out these changes, the balance between technological progress and user privacy continues to be a hot topic. Users may need to think about how much of their personal data they are willing to share in an increasingly connected world.