Google is backtracking on its decision to keep advertisers from collecting user data outside the cookie realm, in what is technically described as “fingerprinting” – and the UK’s Information Commissioner’s Office is none too happy about the shift.
“Yesterday, Google announced to organisations that use its advertising products, that from 16 February 2025, it will no longer prohibit them from employing fingerprinting techniques,” reads the strong opening paragraph of a December 19 blog post by St