Google has reversed its long-standing policy on fingerprinting used for advertising purposes.
As of February 16 2025, Google is permitting ‘fingerprinting’, which is a stealthy technique which tracks things like your IP addresses, screen resolution, operating systems, and even battery percentage - until it has a creepily accurate profile of you.
Much of the original announcement was intentionally vague and made this policy change appear privacy friendly. Essentially, Google claims that advancements in “privacy-enhancing technologies” has enabled them to process data from IP addresses more privately.
Here is a snippet:
Internet Protocol (IP) addresses are already commonly used in the broader ads ecosystem to help marketers reach people across their customer journey and measure how their ads are working, especially on CTV. At Google, we have already been using these signals responsibly to fight against spam and fraud for years. Now, with new innovations like PETs to mitigate risks, we see an opportunity to set a high privacy bar on the use of data like IP. We can do this by applying privacy-preserving protections that help businesses reach their customers across these new platforms without the need to re-identify them. And because we’re looking to encourage responsible data use as the new standard across the web, we’ll also partner with the broader ads industry and help make PETs more accessible.