Google expands tracking beyond Chrome: What it means for your privacy
With digital fingerprinting replacing cookies, users lose control over how their data is tracked across devices
Tracked everywhere? Google’s new digital fingerprinting system, rolling out 16 February, goes beyond cookies—tracking users across smart TVs, gaming consoles, and multiple devices without an easy opt-out. Privacy advocates warn: your online identity is harder to erase than ever.
Combined images by Tima Miroshnichenko on Pexels, Pixabay
Google is preparing to roll out a major change to its tracking policies, expanding beyond Chrome and traditional web browsing. Starting 16 February 2025, digital fingerprinting will replace third-party cookies, allowing Google and advertisers to track users across multiple devices—including smart TVs, gaming consoles, and other internet-connected platforms—raising serious privacy concerns.
What is digital fingerprinting?
Unlike traditional cookies that can be cleared or blocked, digital fingerprinting collects unique data points about a user's device, including software and hardware configurations, browsing behavior, and even how a user types or moves their mouse. These combined signals create a persistent user profile, making it nearly impossible to browse anonymously.
Even Google itself has previously condemned fingerprinting, stating in 2019 that it "subverts user choice and is wrong." Yet, now, the company is implementing the very practice it once denounced.
Privacy concerns and regulatory backlash
The UK’s Information Commissioner’s Office (ICO) has criticized Google's move, warning that fingerprinting strips users of control over their own data. Unlike cookies, which users can manage through browser settings, fingerprinting remains hidden and difficult to erase. Even clearing site data won’t remove a user’s fingerprint, making it an unfair and invasive method of tracking.
Regulators are pushing for new policies to curb these practices, with the UK’s ICO calling for a level playing field in online tracking by 2025 to protect consumer privacy.
How will this impact users?
Google claims that its new Privacy Enhancing Technologies (PETs) will allow brands to manage user data securely while respecting privacy. However, critics argue that this change benefits advertisers at the expense of user control.
Some of the biggest concerns include:
Tracking beyond web browsing: Users will be monitored across smart devices, including TVs and gaming consoles.
Lack of transparency: Many users won’t even be aware they are being fingerprinted.
Security risks: If this data is breached, bad actors could exploit highly detailed personal profiles.
No real opt-out: Unlike cookies, which can be deleted, fingerprinting remains persistent, making it nearly impossible to evade.
What can users do?
As concerns grow over data privacy, experts suggest taking steps to reduce exposure:
Avoid Google services whenever possible, including Chrome and Google Search.
Use privacy-focused browsers like Brave or Firefox, which offer fingerprinting protection.
Block tracking scripts using browser extensions like uBlock Origin or Privacy Badger.
Use a VPN to mask IP addresses and prevent cross-device tracking.