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Google will start device fingerprinting from Feb 16, 2025 Businesses using Google's advertising products will soon be allowed to implement fingerprinting techniques to gather user information. Device fingerprinting collects details about user devices, like IP addresses, browser settings, screen resolution, even battery discharge rate, to create unique identifiers for tracking online activities. Unlike other methods, it operates passively, gathering data without user consent or awareness. This enables systems to recognize returning users, track ads, and potentially expose private browsing habits. The UK’s Information Commissioner’s Office (ICO) has warned against using fingerprinting in ways that unfairly track individuals or violate privacy rights. The ICO considers fingerprinting intrusive as it limits users’ control over their data. Google’s policy change, replacing third-party cookies with fingerprinting, raises concerns about privacy, despite Google previously acknowledging users' expectations for greater data protection. From February 16, 2025, companies using Google’s ad tools can legally use fingerprinting under Google’s updated policies.

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