Google Chrome’s controversial relationship with user tracking is facing another dramatic turn. While the tech giant promises a revolutionary upgrade to combat tracking cookies – a feature that sparked widespread criticism last year alongside allegations of data collection during private browsing have raised fresh concerns.
Google is working on an update that centers around a single “global prompt” system, similar to Apple’s approach to privacy controls. This feature would present Chrome users with a straightforward choice between allowing or blocking tracking, with most users expected to opt for enhanced privacy.
However, the rollout for this update remains uncertain, and many have voiced concerns about potential competitive advantages for Google, given the company’s extensive account-based tracking capabilities. The rollout faces additional hurdles as regulatory bodies scrutinize the implications of this change.
Now for the bad news, Google has quietly implemented a major expansion of digital fingerprinting capabilities, effective February 16th. This move contradicts the company’s 2019 stance when it explicitly condemned fingerprinting as “wrong” and prohibited its use.
The timing of this reversal is particularly noteworthy, as it coincides with Google’s much-touted plans to enhance user privacy through a one-time global prompt system. The expanded fingerprinting extends far beyond traditional web browsing, reaching users’ smart TVs, gaming consoles, and other connected devices, providing advertisers unprecedented access to detailed user behavior data.
