From February 2025 Google will enable advertisers using its advertising products to use digital fingerprinting tracking. Unlike cookies, this tracking method aggregates various device attributes to create a persistent identifier that is more resilient to user action. This marks a reversal from Google's previous stance, which prohibited such practices.
What is Digital Fingerprinting?
Digital fingerprinting is a tracking method that collects various data points about a user's device, including:
- IP address
- Operating system and version
- Browser type and version
- Screen resolution
- Installed fonts
- Time zone
- Language settings
- And many other signals
Unlike cookies, users do not currently have an option to block or opt out of this tracking. Consequently, digital fingerprinting may become the default method for data collection, placing greater responsibility on advertisers to ensure proper consent mechanisms are in place.
Potential Benefits if Utilised in a Privacy Compliant Manner
- Improved cross device tracking and measurement: with digital fingerprinting, advertisers can more reliably track users across devices and sessions. This means better data for audience segmentation, more accurate conversion attribution and potentially higher return on ad spend.
- Enhanced targeting capabilities: by building more persistent and detailed user profiles, even when cookies are cleared, advertisers can deliver more personalised and effective campaigns, boosting over all campaign performance.
Privacy Concerns and Regulatory Response
Please be aware of the following:
- The UK's Information Commissioner's Office (ICO) has labelled this move "irresponsible"
- There are concerns about user privacy and control over personal data
- Businesses must still comply with data protection laws, including obtaining user consent where necessary
Recommendations for Clients
- Transparency: Be clear with users about data collection practices
- Consent: Ensure proper consent mechanisms are in place through a compliant cookie banner and that Google Consent Mode V2 is set up on your site
- Compliance: Stay informed about evolving regulations and industry standards. Sign up to our newsletter on the form below to keep informed.
- Risk Assessment: Evaluate the benefits and potential risks of using fingerprinting techniques for targeting
- Alternative Strategies: Consider privacy-preserving contextual targeting technologies and first-party data strategies.
If you'd like an audit of your consent mechanisms please get in touch.
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| Author | Andrew Burgess |