Google Expands Its “Tracking Empire”

Google is preparing to take another controversial step in online ad tracking, sparking fresh concerns about privacy.

Starting February 16, Google will expand its ad tracking methods across multiple devices, including smart TVs and gaming consoles, using a technology known as digital fingerprinting.

While this promises better ad targeting for businesses, it raises serious questions about user privacy.

A Nightmare for Users

The new tracking method gathers small details about devices to create a unique identity.

Unlike cookies, digital fingerprints leave no visible traces that you can erase, making them a powerful tool for advertisers but a nightmare for users.

Google justifies this change by claiming it aims to balance user privacy with advertiser needs.

However, it is fair to view this as a step backward, further reducing users’ control over how their data is used.

Google also claims that its approach will enable better ad targeting across multiple devices, including smart TVs and connected gaming platforms.

Impact and Consequences

For users, this change undermines the limited control they had with cookie-based tracking. Additionally, the new policy makes escaping surveillance even more difficult.

This move highlights the ongoing struggle between big tech companies and user privacy.

It serves as yet another reminder that Google is a data-consuming machine, potentially prompting many privacy-conscious users to reconsider using Google systems and services.